Jeez, it winds me up. A variation of the ‘I’m loving it’ tagline from a UK tv commercial, it has got way too far into the English language already.

It’s a way for someone to try and sound a little bit more ‘street’ and slightly more interesting when describing their pleasure at something. In reality it does the opposite.

You are not ‘loving that’, you ‘love that’. The former suggests you are doing something to the item, and quite frankly, sounds a bit dodgy.

“I’m lovin’ that car”, “I’m lovin’ those shoes”, “I’m lovin’ this wine”. A grown man once told me he was “lovin’ those exhaust pipes” on a Porsche, for goodness sakes.

But the worst thing about it is that I find it creeping into my speech at times, and I’m hatin’ that. Bloody Maccy D’s.