If technology is a pimp, our language is its favorite bitch. The tricks that our words are asked to turn on the streets of social media and online publishing are lauded in our dictionaries and style guides. Googling and unfriending are verbs, no one knows what to do with a semicolon, and maybe it doesn’t matter. Soon we’ll be talking to our computers instead of typing on them. Will we have to speak our punctuation question mark Or will we do without? Regardless of where we’re headed, many readers still think less of you and your brand when they think they see an error. This is especially true in campaign messaging but perhaps less so in off-the-cuff, character-restricted social media bursts. The members of this panel think about this every day and are paid to care because we write for brands who do (most of the time). But some of us are left wondering if this pimp is on to something. Like Anne Trubek said in Wired, maybe its thyme to let luce. The Johns—readers—like what they see.