Yesterday I saw a MasterCard ad in the New York Times about a new app for the iPhone. The headline was: "Totally priceless."
This is a great example of adverb abuse. But even more damning, it undermines years of other "priceless" advertising. All those other things MasterCard said were "priceless" before? Well, they're not so priceless now. Not compared to this new thing, whatever it is, which also happens to be "totally priceless."
The word priceless is like the words unique and pregnant. It's either true or it's not.
Unfortunately, we have slipped into a world where words can mean whatever anybody wants them to mean, with impunity. The same is true with numbers, where 7% equals 5% equals the biggest teacher pay scam in history. Say something often enough and it becomes real.