It used to be the separation between a positive and a negative could be measured in millimeters. Here's a water glass. Is it half full or half empty? (I always opt for half-full, in the spirit of the bumper sticker that reads "Just say NO to Negativity").

A tiny difference in the water level determined whether we call it half-empty or half-full--whether the glass is a good thing (full) or a bad thing (empty). But have you noticed that it's rare to find anything that's plain old good anymore? In fact if something is good our first thought is, why isn't it better or superior or excellent?

Try ordering pillows or mattresses. You'll need to decide whether to purchase pillows that are good, better, best, supreme, or ultimate. In such a lineup, good isn't good at all. It is four steps below ul…