I don't know -- isn't Time's [Whatever] of the Year about on a par with being the subject of an interview in Playboy (or People)?

The snippet you posted, with what I think of as the faux-we ("We did this... we thought that..."), reminds me of Vonnegut's grandfalloon -- his term for an artificial and generally meaningless common denominator.

The mirror of this is the all-but-ubiquitous "my" (MySpace, MyBank, MyGasStation), the professionally friendly website's 21st-century substitute for sticking "e-" in front of everything.

You're already in the right place, Harold, and Tom Gilbert would recognize it, because you're more focused on results than on labels.

Happy new year.