Naturally, it helped set off the ringtone craze, becoming so ubiquitous that just two years later, it was a tongue-in-cheek, kind of retro move to still have it vibrating the table when your mom called.

NPR: The Decade In Music: 50 Cent's 'In Da Club' (2003)

They went to the trouble of letting it be known they were "baffled and disappointed" by the 'cheek' of the Welsh Lib Dem leader.

BBC: Lessons history lessons geography

They like "the cheek" as one who was there put it, of "the most dynamic and exciting of all the party leaders in Wales" - at least that's how she was presented to conference.

BBC: Lessons history lessons geography

Kenneth Turan, writing in The Los Angeles Times, called it "unexpectedly - and successfully - darker and more serious than its predecessors", while CNN's Tom Charity called it "a confidently tongue-in-cheek piece of blockbuster engineering".

BBC: Iron Man 3 triumphs at US box office

"We put a motor in the cheek pad of the helmet so if you do not notice the object it will vibrate and give you a tactile warning that there's something to the right or left, " said Mr Moore.

BBC: Motorbikes 'to get safe driving aids'

It's a confidently tongue-in-cheek piece of blockbuster engineering, sweetly calibrated to Downey's cavalier appeal and to Kingsley's oddball interjections, a battle royale of rampant egos in which acting speaks louder than words.

CNN: Review: 'Iron Man 3' a sweetly calibrated blockbuster

All you do is send in a cheek swab with DNA on it, and a few weeks later a variety of gene data will be posted on the Web, including whether you have genes recently discovered to be associated with risk for heart attacks, macular degeneration, glaucoma, diabetes, prostate cancer, breast cancer and a variety of other diseases (see: www.decodeme.com).

FORBES: Personal Genome Race Goes Into Overdrive

You have one shot to make a first impression, so muster up all of your confidence and exude it in your hello, your handshake (or kiss on the cheek), in your body language, when you look your date in the eye and when you order your food.

FORBES: Personal Branding After Hours: Applying 10 Rules to Dating