[Bethemedia] And kids (and Media Types from London) are telling me my blog is totally Book. WHAT? Here's the great new thing. Because 'Book' comes up before the word 'Cool' on T9, effectively kids are now re-associating the 'Signified' - our perfect Platonic notion of 'Cool' - with a signifier that shares no traditional meaning derived from existing language, but jumps to another (almost) randomly associated signifier - simply because of T9 associating them through structural similarities.[via]