"Incredibly memorable."

Have you seen the TV commercial for Battlefield: Bad Company 2?



That's right, it's "incredibly memorable." I can't figure out why a reviewer might have thought this was a useful phrase to describe a game, or why a marketer would choose that, of all the plaudits presumably available, for the ad. Lots of things are memorable, and not always for a good reason. I have memories of Manhunt 2 that I can't get out of my head, not even with a power drill. At least when Earl Dittman of Wireless Magazines calls The Adventures of Shark Boy and Lava Girl in 3D a masterpiece, you know exactly what he means.

On the other hand, there's something lovely about the phrase. It could work for everything, good or bad.

"How was your weekend?" "Incredibly memorable."

"Thank god that fire's out. I never thought bananas foster could be so incredibly memorable."

"Then I started throwing up everywhere and, well, I don't have to tell you that it was one of the most incredibly memorable sales presentations I've ever given."

Yes, this phrase could take off. And why not? It's incredibly memorable.