An online promo for Apple's latest range of iPods has been attacked by grammar puritans - in the strongest possible terms.
Apple is pushing the new iPod touch as "The funnest iPod ever". Apple CEO Steve Jobs used the offending "funnest" word at the "Let's Rock" iPod product launch on September 9.
The Internet's grammar guardians went nuts! Grammar Girl - who looks like a nice, friendly person - weighed in with her own take on this apparently new word.
"It seems to me that more people were talking about whether ‘funnest' is a real word than were talking about iPods," she says.
After a thorough lexigraphical analysis Grammar Girl gives Apple the OK on "funnest", as "fun" is sometimes used as an adjective - although the Oxford English Dictionary disagrees.
(The American Merriam-Webster Dictionary is more forgiving.)
The crazies at Idiot Toys, on the other hand, are venting their fury at Jobs and Apple in true Tourette style - warning there are plenty of "C U Next Tuesday" references here.
Michael Quinion's wonderful World Wide Words site weighs in by noting its increasing use in the US ("here is language evolution in action") although he states that it is too casual for formal use.
Maybe we can forgive Steve Jobs, but we ask Apple UK if it really shouldn't look at its American marketing copy before unleashing it on us more sensitive Brits.