Premiumising

[iwantgin]

I read this in the Costco magazine. Is it a 'real' word?

The feature is about salmon - the sentence reads as: The most recent addition to this market leading specification is the removal of the brown fat line along the back of the fillet; premiumising it further.

I am not a grammar genius - but this stood out as being something that just didn't read write.

It's a business/marketing word, and a pretty evil one.

Ugly word - is that why you think it's evil, badtime, or do you see something sinister about it?

I remember hearing hospitalise years ago and shuddering a little but it has its uses and it's not that bad, so there is always the initial shock of hearing a verbing of a noun for the first time. Could they have said "raising to a premium standard" ?

If I heard someone using that, I'd have to kill them.

And I'm not even sorry.

Just googled it and it's like a rash all over the world of marketing. I do hope it will go away, though I agree capital punishment may be the only way to deal with it sensibly.

Ew!

Beyond the visceral response, can anyone actually articulate what is wrong with it?

DadDadDad

Evil!

Definitions 3-5.

And surely it is enough that it is aesthetically unpleasant?

Making a noun a verb when it is completely unnecessary - yuk! I hate it.