Not Heathen City - Quantum Leap instead.

Right. I've used this LJ for promotional purposes more than anything these last years, so rather than waxing prosaic about the trials of producing the baddest-assed graphic novel the fandom has ever seen, its imminent debut at Anthrocon and, potentially, the significantly earlier onset of pre-orders, let me focus on something else instead:

The promotional tagline for the information page for Apple's next operating system: Snow Leopard.

http://www.apple.com/macosx/snowleopard/

"A Quantum Leap."

It's a common tagline. A quantum leap in innovation, a quantum leap in saucer smoothness. Whatever. All of them are wrong, wrong, wrong, because a 'quantum leap' is, in physics, the smallest possible distance an object can travel without standing still.

So why am I so lyrical about Apple's use?

They're the first ones ever to use it right. The new operating system, Snow Leopard, is touted as having 0 new features. All focus is on improving stability, laying the groundwork for the next decade of development. It's a bold move, and leave it to Apple to be able to make "Zero new features!" a positive marketing slogan.

The point of all this is that the end user should notice nothing, aside from performance boosts, which makes this a true quantum leap. Kudos!