Think about it: the whole idea of a tradition causes us to turn off our brains.
Dr Liam Fox, Shadow Health Secretary, said the whole idea of a cash transaction is abhorrent.
There is something fundamental about this score, inextricably linked to the whole idea of movie music.
Well, the whole idea of personal branding started with a 1997 article in Fast Company.
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The whole idea of a cap-and-trade scheme is that you fix quantity, not price.
This brings yawns from the multinational companies, which snubbed the whole idea of exploiting coal-bed methane.
KPMG, another professional-services firm, thinks the whole idea of a gateway into Africa is dated.
The whole idea of marriage, in my view, is to have someone you love by your side.
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The whole idea of solar satellites and energy beams may seem farfetched to the rest of us.
It is also Europeans' continued ambivalence about the whole idea of exercising power on the world stage.
Hooking up with Nasdaq does give SharesPost, and the whole idea of trading private shares, some added legitimacy.
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This fits with the whole idea of network economics, best explained with the simple example of the telephone.
But Thiel goes much further: he dislikes the whole idea of using college to find an intellectual focus.
"The whole idea of status and conspicuous consumption is old luxury, " Danziger explains.
The whole idea of the fiscal cliff was a lash-ourselves-to-the-mast attempt at self-restraint.
Indeed, until Bill Clinton's state-of-the-union address in January, the Americans had resisted the whole idea of a new round at all.
You are still paying for everything including the people to run the systems, which negates the whole idea of the cloud itself.
"It is easy to mock the whole idea of role models and what children pick up in the media, " Mr Bell said.
Andrew Smith at the Department for Work and Pensions would like to sweep away the whole idea of a mandatory retirement age.
Heart disease put the whole idea of risk screening on the map.
So was the whole idea of diversification a write-off from the start?
Isn't this the whole idea of the peace process: to let the vote kill the violence, rather than let the violence kill the vote?
It is not yet clear whether the United States is proposing to ditch the whole idea of international law, or merely to revise its rules.
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Eventually, the ministers abandoned the whole idea of a common declaration.
Meanwhile Umberto Bossi, leader of the Northern League, seemed to turn against the whole idea of constitutional reform: the bicamerale, he said, had to go.
The whole idea of the EFSF was that it would be possible to leverage up the guarantees by using the AAA ratings to back he fund.
The whole idea of a luxury smartphone seems prima facie absurd, and in my happy, carefree years before encountering Vertu I sneered at it at every opportunity.
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Apart from the obvious emotive issues - which could be overcome by good stadium designers - there is the problem of the whole idea of the brand.
Swedish teaching unions initially hated the whole idea of free schools but once they saw that their members liked working in them, says Mr Hultin, they changed their tune.
The whole idea of space travel was represented something modern.
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