This article from Quartz about smartphone-sensing technology in London is pretty interesting, but one line in particular caught me. Kaveh Memari, CEO of Renew, is talking about how the smartphone readers he’s installed in recycling bins, and wants to put in pubs and other locations, will allow advertisers to do location- and behavior-based contextual marketing:

“The chances are, if we don’t see you on the first, second, or third day, we’ll eventually capture you,” he said. “We just need you to have it [your smartphone] on once.”

It, and a thousand other quotes from tech CEOs and marketing people, lead me to propose the Jesse Pinkman Rule:

If a statement about your technology or product or service is clarified rather than muddled by adding the word “bitch” at the end, you might want to rephrase it.

For those of you who aren’t familiar with Jesse Pinkman for some reason, here’s some essential background: