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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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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Stated with no intent to accuse hypocrisy. "Important" still has utility though is now being debased. Dead words annoy even on mention.
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I think the word only has utility among those who are collaborating on something and there is implied shared context.

