Bunhill: Cheap words

OH DEAR. A new coinage is rapidly gaining currency: EDLP, as in 'every-day low pricing', the latest mantra from the wonderful world of marketing. B&Q, the DIY chain, has adopted an EDLP strategy. And no less an oracle than the Financial Times Lex column was happily spouting about EDLP last week, so it's probably unstoppable. Why can't marketing people just say cheap, you ask. Probably for the same reason they insist on calling groceries Fast Moving Consumer Goods, or FMCG.