Woh, I'm not in a rant - that implies a somewhat aggressive manner, or at least your reaction seems you've taken it that way. I guess it's just the way text appears when you can't see or hear the person talking. You asked me a question, I answered However, the recent context of the word consume is a buzzword, and a fairly recent one that's been used in marketing over the past 7 years, perhaps, or maybe abit longer