Today’s NYT magazine included a letter written in response to How Do you Say ‘Got Milk’ en Espa?±ol? (about Hispanic advertising).

Giving catchy names to particular demographic segments is one of advertising’s oldest tricks to make the craft seem “scientific”. But why spend time defining the characteristics of each segment if it turns out everybody is a mix of all of them -“a Straddler . . . with certain Learner/Navigator undercurrents”?

Agreed. As I’ve written before, personas are user-centered bullshit.