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It's a victim of it's own success. The more prolific something becomes the more likely it is going to become colloquialised. There's a good German stand-up comedian called Henning Wehn who made the joke about call centres, when a Brit calls a call centre he could be directed to any call centre all over the world due to our own successes and triumphs, whereas a German would most likely end up talking to a German living in Germany.
Proliferation dear boy.