by: Jonathan Salem Baskin
(note: this is part 2 in this week's 5-part series on the brandification of our lives).
Shorthand is anathema to science, isn't it?
So are metaphor and analogy. Ditto for most any sort of imaginative modeling. Anything that might truly help communicate a scientific theory, or observable fact, generally confounds the invention of such concepts. The what invariably gets all messed up with the why, and versa visa.