What the Heck Does X-Times-Less Mean?

22 Nov

Have you noticed, as I have, that the phrase “x times less” seems to be coming into vogue?  I see it in ads, in marketing campaigns, even in the national news broadcasts on TV.  Where in the world does this come from?  I just wrote a piece this morning on the dumbing down of education, but now this follow-up has come to mind again.

Have we become so ignorant that we cannot deal with someone saying “80% less than”, or “lower by two-thirds”, or “a quarter of the price”?

If we have a six-times reduction of something, will someone please tell me how much we have?

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