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June 19, 2013


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Like Frazier and you, I had the same first impulse: to read it like "evocative". But after reading the explanation, that it should be read like "innovative", I had an "Aha!" moment. I do like it and I think is quite clever.

I got it right the first time, perhaps due to the familiarity of "eco-" as a prefix. I like it too.

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