Mr Harford, who works at the Financial Times, is an amiable guide for the non-specialist reader, neither too lofty nor dumbed-down.

ECONOMIST: Economics

If they get a little too lofty in the second half of the year, we may become a bit more conservative.

FORBES

It was a secret from nobody, not even from the nurses, who said nothing, either because they were too lofty and discreet or because such carrying on had ceased to interest them.

NEWYORKER: Amundsen

Typically, the fourth quarter is a fruitful one for corporate earnings thanks to the holiday season tailwind, but if the shopping turnout is flat, as anticipated, expectations for the October-December period may prove too lofty.

FORBES: U.S. Lawmakers Talk Fiscal Cliff Compromise, Give Market A Lift

But the computers do talk with themselves about some lofty topics, too, including religion.

CNN: Robots aren't good at talking to themselves

Too many investors and bankers took too much risk in the pursuit of lofty rewards and engaged in unscrupulous behavior along the way.

FORBES: Business Basics

While this growth is certainly possible, we think it is a lofty expectation and one that may prove to be too much with top-line growth still elusive.

FORBES: Don't Fall For The Analysts' Optimism

Low-multiple companies cook the books, too, but young, hot companies face pressure to justify their lofty multiples and often have less-well-developed internal controls.

FORBES: Is The SEC's Ponzi Crusade Enabling Companies To Cook The Books, Enron-Style?

And swing voters don't appear to mind too much either - indeed, some like the fact that the high rhetoric and lofty promises of the 2008 campaign have been replaced, at least by Mr Romney, by a drier, more technocratic approach.

BBC: The strange Sandy-coloured campaign