Because it is driving me round the bend. And I want them to know that when they mean it, the word means something but right now it just gets my back up because it is an overused cop out for being thoughtless.
It is, sadly, mostly DS (12) and usually a string of minor stuff that he gets reminded of over and over again, but his brain leaks.
I have tried 'Ignore the negative and praise the positive'... and 'sanctions' of some level but after a short while, he just goes back into forget everything mode and an endless cycle of that bloody word.