Time to retire the phrase ‘über-cool’

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PRASHANT PANJIAR/Livewire Images for Time

This photo, which accompaniesd a disturbing story by Hannah Beech, was taken on the outskirts of Naypyidaw, Burma’s new capital. The billboard is advertising a new hotel–apparently there isn’t much in Naypyidaw but new hotels. In case you’re having trouble reading the words on it, they are:


So I think that’s it. The phrase über cool (and for that matter any other English language phrase incorporating the word über) is now officially over. Use it, and you are supporting the evil Burmese regime. Plus, it’s just über lame.