When leaving the Victoria airport the day before our Colloquium, I saw a van of the Dunsmuir Lodge marked with big letters which I read as "Alcohol Colloquium". I do often make such blunders because of the global, casual, and careless way in which I read various ads, and checked myself quickly to read it correctly as "Algol Colloquium". Millions of fellow citizens could easily make the same mistake, and no apology could be expected. Even I read and...