A favorite ritual sparked this week's musing. Over the weekend, I joined my friend in San Diego to celebrate his new wedded bliss. This guy has always been like a little brother to me, so it was with particular anticipation of cuteness that I took in his father's toast. On Saturday, as my friend's dad raised his flute, he said, "I am so proud of my son, who I'll have you know is one of the top SEOs in the world." The lauded sprout muttered audibly, "Dad, no one here even knows what that is."