Just when you think youâ€™ve seen it all, something pops up that just makes your jaw drop. I had one of those moments recently as I settled in to check my email. Press releases tumble into my inbox like the oak leaves that cover my yard. What can I say? Iâ€™m on deadlineâ€”I donâ€™t have time to rake. The press releases are another matter. Every day they show up, I read them, do a little (very little) tweaking, add the HTML coding, and post them on the appropriate websites. The subject lines that crowd my inbox spew hyperbole. Apparently, thatâ€™s what PR people are paid to write. (IMPORTANT DISCLAIMER: I write this, acknowledging that some of these same PR people are friends Iâ€™ve known for years. Hey, weâ€™ve all got our jobs to do. Now, back to the blog.) Every product is an industry changer, an incredible innovation, offers blazing speed, itâ€™s the first, the most, the bestâ€”press releases speak exclusively in superlatives. Lately theyâ€™ve come up with a whole new raft of annoying buzzwords. My current favorite is â€œbest of breed.â€ Really? Are they serious? Theyâ€™re breeding printing equipment? This is just absurd. But I digressâ€¦what left me gaping like a cod was the headline that read: â€œRicoh Electronics Announces Plans for Solar System at Headquarters Building.â€ I canâ€™t publish what I actually said when I read that. The first word was â€œHolyâ€¦â€, but it was not uttered in a spiritual context. Then I said, â€œYouâ€™re (the gerund form of that word) me!â€ (Iâ€™m not overly erudite when Iâ€™m stunned.) Was Ricoh actually making plans for the entire solar system? Whoa! Now, thatâ€™s what I call R&D! As it turns out, the company HQ is actually installing a solar energy system to conserve electricity. I have to confess, the reality was a bit of a let down, but that moment of disbelief gave me such a charge, such a wonderful break from the usual background noise of â€œOur printer can generate $1 million within five minutes of installation!!!â€ that I just had to share it. I could have changed the headline to read: â€œRicoh Electronics Announces Plans for Solar Energy System at Headquarters Building.â€ But I didnâ€™t. As I posted the release on the Quick Printing and Printing News websites, I imagined printers all over the world reading that headline and having one of those wonderful, gob smacked moments that can really shake up the brain cells. Thanks, Ricoh!