Sometimes I see or hear something, and it just sets all my irritation sensors ablaze. I first came across this one - I think - when I was recruiting for a new business a few years ago. Half the interviewees (all young, upwardly-thrusting professional types) claimed to be 'passionate about' what they did. It was such linguistic overkill that I smiled and put it to one side. But now it's bloody everywhere. I think it's the insincerity of it that irritates the most. I can see a religious person being passionate about their religion. I can see a loving couple being passionate about each other. I can see someone being passionate about a recreational activity - such as passionate about cinema, or even passionate about horses, or SCUBA diving, or dolphins. But passionate about a business activity?
Here, folks, are some of the things people are 'passionate about' in the modern marketplace (or, rather, expected to be, as many of them are from job adverts):
- Digital Media
- Equality (And also Tackling Inequality)
- A Smoke-Free Future
- Stopping Climate Change 
- Good Food
- Peach Yogurt
- Retro Artwork
- 'Vanish' adverts
- Hepatitis (really)
- Korean Pop Culture
- Facilitating a Smooth Transition from KS2
- Making Design Stand Out
- Going The Extra Mile
- The Web
- Apples (the fruit, not the computer company)
- Voluntary and Community Activity
- The Issue of Film Piracy
- The City Centre
- Setting Goals
- Stationery 
- Performance (in cars)
- Finding You The Perfect Supply Chain Role
- Creating Affordable Contemporary Design Solutions
- Food Retail
- Becoming the First Comprehensive Directory of Video Adverts
- What We Do.
When you think about the origins of the word, starting with 'the sufferings of Christ on the cross' (from Latin passionem), extending to suffering generally in the C13, and to that peculiar suffering endured in the throes of sexual love in C16, and to a deep-felt, all-encompassing enthusiasm by C17, it makes you think that Passionate About Becoming the First Comprehensive Directory of Video Adverts is rather debasing the language.
Ah well. Not the first time.
 Applications particularly welcomed from Danish monarchs called Cnut
 Heh. See previous post.