I have almost a pathological aversion to using the word "important" to focus others' attention. It feels like an imposition of values.
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The farthest I am willing to go is "if you believe X, then you'll probably find Y important."
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Contrastingly no revealed aversion to its mention.
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Umm... I wouldn't say that. People who regularly open with "this is important" or put it in subject lines tend to annoy me.
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