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Or take that most old-fashioned of items: whisky. The makers of Johnnie Walker claim its website isn't just there to tell us about fermented malt, it's there to offer us an "immersive experience". Visit, we're assured, and we'll be taken on a journey. There was me thinking I just wanted ideas for what to buy my dad for Father's Day.

There's even an official Microsoft Windows Experience blog, which, you'll be shocked to hear, is almost entirely positive.

I feel robbed by this forced evolution of the English language. It isn't like the change of "cwene" to "queen", as that word shifted meaning and spelling due to real-world usage. What's happening is that words are being deliberately redefined by cappuccino-swilling marketing folk in bespoke suits, and the result is that I now can't hear "platform" without a slight shudder. "Leverage" brings me out in a cold sweat. And now I'm about to lose "experience". It's almost enough to make me send an SMS to Natasha.