This week I read an article in which the writer spelled McDonald’s (yes, that McDonald’s) “MacDonald’s”. I mean, come on. Is there any excuse for that?

Garden-variety spelling mistakes are annoying, but typos happen. I can deal. When a well-known brand or celebrity name is misspelled, it boggles. How can this happen?

a) The “mistake” is deliberate. In other words, the author is saying: “you can see by my misspelling of Brittany (Spears) that I don’t really pay attention to this plebian phenomenon.” My impression is that some writers think this makes them look superior. I think it makes them look like nitwits.

b) The writer/editor/everyone else involved in the publishing process is so unfamiliar with the brand/celebrity being referenced that they really don’t know the correct spelling. But if this is the case, then why is the writer referencing it in the first place?!

c) Everyone who read the piece prior to publication thought the spelling was correct, but no one bothered to check. Inexcusable, given that it would take Google (not Googol) approximately one nanosecond to confirm the correct spelling.