The use of contradictions is a personal thing, and I believe it stems from how we talk and where we live. The use of uncommon contradictions in titles strikes me as slang when I read it. That is fine if we want the voice of Supermarket to be a bit slang-y and conversation-like, but nothing else in the application is strikes me that way.

In terms of voice and the use of "here be dragons", I think that is fun and surrounded by a similar humor that is apparent throughout the names of Chef's different products. But then again, we are talking about a banner that will have a short life and has content that is a little bit hidden, so I am not sure it matters a whole heck of a lot. :smile: