As Humpty Dumpty said, “When I use a word, it means whatever I want it to mean.” Clearly in a world of self-reductible horseshit, where it is acceptable to proclaim “Brexit means Brexit” and retain the respect of your peers, Humpty is, once again, way ahead of the game.

Sloganism is not a new art by any means, but it has triumphantly plumbed progressively lower depths in recent years. Make America great again? Everything Donald Trump says grates. And his tweets? Remember “covfefe”? I don’t tweet, I’m not a bird, as a wise woman once said.

Donald Trump claims he is being “Modern day Presidential”. To try to understand this expression, we spoke to cunning linguist R. Dent Rugmuncher, emeritus professor of Euphemism at Rochdale State University, who is on secondment from Washington Language Corp. “Let’s unpack that phrase,” says Prof Rugmuncher. “Presidential implies statesmanlike, authoritative, reliable. But President Trump calls himself ‘modern day’, which phrase tends to invert meaning.”

“To summarise, Trump is calling himself a complete and utter numpty.”

Covfefe wasn’t stupid, it was Modern Day Presidential. Airheaded ad libs about infinity weren’t ignorant, they were Modern Day Presidential. And so the list goes on.

Clearly, a minority government going into some kind of shady partnership with Irish terrorist sympathisers is not a risky business. Going into Brexit discussions without a Plan A, let alone a Plan B or a proper mandate is not a seriously bad idea. These, and further examples, are in fact Modern Day Presidential.

The outrageous orange onanist over the pond has Trumped us once again.