Hi. If you've ever delved into some of the many, many conversations we've had with our customers on this site, you of course know that we strive for a friendly, unstuffy tone. We have hundreds of bakers onsite who name their starters, favorite frying pans, and other pieces of equipment. I've found through years of teaching that the more technical the subject, the more helpful casual language can be in smoothing the way to greater understanding. I have plenty of language cringe moments of my own (I am still lamenting the use of "impact" as a verb as opposed to knowing the difference between "affect" and "effect". Susan Reid

• Reply