I beseech you sir, harm not yourself with your vexation; Shakespeare thought it was OK:
"...Puts to him all the learnings that his time
Could make him the receiver of..." Cymbeline (Act 1, Scene1 43/44)

and this...

In truth, I don’t think we’re as far down this road as mega-brand Britain. But we’d be fools to think it’s not coming.

It's definitely here already... I saw John Gordillo on Monday as well , and was thinking the same, that it wasn't really a thing here - then today I saw this...