The other day, I heard a radio ad for the season premier of a popular TV series. I didn’t catch the name of the show, but the ad promised “the biggest reveal ever”. I’m not very familiar with the TV business, but somehow I know that a “reveal” is when they disclose a fairly shocking detail about the plot of the series — like the true identity of a secret agent. Interestingly, the ad didn’t use a more familiar term that everyone would know, like “surprise” or “discovery”. Instead, they went with a more obscure term that only a subset of people may recognize. I wonder: was this an oversight, or do they just want those who “get it” to feel like we discovered something special, giving us all the more reason to share it with others?