All too often, British managers spoke in euphemisms that their German counterparts took at face value.
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Not that Mr Gay defends the contemporary notion of Victorian values: censorious prudery or embarrassed euphemisms.
And so a fog of wishful thinking, euphemisms, and well-intended egalitarianism hangs over the discussion of education, obscuring simple truths.
Thankfully, Harold Geneen, the great conglomerator of the 1960s and early 1970s, has no time for such euphemisms or delusions.
As I mentioned at the start, I am sorry about all those ridiculous euphemisms you heard from our Pentagon spokespeople.
And entire industries have grown up around the idea of productive aging, the third age, or all the other marketing euphemisms out there.
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And people have been gradually embracing the term black, you know, in different Portuguese ways of saying it, as opposed to using these euphemisms for blackness.
Burridge is quick to criticise "evil weed" words, such as dishonest euphemisms that try to sound neutral when really they are negative, such as friendly fire and downsize.
Those fine feelings were spared from reality by careful euphemisms.
The war also demolished the language's remaining chivalric euphemisms.
When they try to persuade investors, and often themselves, that synergies abound (that two and two equals not merely five but six or more) in their takeovers of firms engaged in activities that they know next to nothing about, companies prefer such euphemisms as multi-industry business or non-related diversification.
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