that I’m not a stickler for correct grammar or spelling. Like most others, I have been known to make the occasional mistake. That said, there is one error that drives me nuts, as the word is usually only used pretentiously in the first place.

The word in question: cachet. The use of the word is becoming more common, but it seems to be misspelled at least 80% of the time. A good example is in this story from Reuters/Yahoo News: Krispy Kreme Posts Loss, Stock Off 16 Pct. From the 6th graf: “Some investors have also said company expanded too quickly and that its doughnuts lost some of their cache once they were sold in places like supermarkets and convenience stores.”

Cache or even caché (with the acute accent) has nothing to do with cachet! Cachet refers to the special status conferred on one by others or through reputation. A cache, on the other hand, is a hidding place for a specific kind of item – often weapons. That the error has crept into professional writing – where it only appears because some hotshot young writer wants to look smart – is truly annoying.