https://medium.com/bulletproof-writers/there-is-a-term-that-i-throw-out-repeatedly-on-medium-and-my-writing-blog-82e8dae662d
https://medium.com/bulletproof-writers/there-is-a-term-that-i-throw-out-repeatedly-on-medium-and-my-writing-blog-82e8dae662d