@matthewwurst: A huge storm is pummelling our area this weekend. Hurricane-force winds... Except it's not a hurricane, or even a tropical storm. And yet we have to hunker down nonetheless. "They" are calling it a#Noreaster, which is typically reserved for snowstorms. But sure. Let's keep the naming convention flexible so the content calendar stays full. Every storm now gets a branded rollout with a name and a hashtag... a watch, then a warning, then a "stay weather aware" push alert that hits your phone like a product launch. Meteorologists doing stand-ups in ankle-deep water like it's a segment, not a warning. But buried under all the theatrics, the storms are getting stronger, more and more frequent, landing earlier in the season than they used to. That's not a marketing problem... it's a worsening #climatecrisis. We've gotten so good at packaging the weather that we forgot to be alarmed by it.

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