"This Is Aspirational."

Once upon a time, the Atlanta Police Department explained that their motto "Answer the Call!" didn't actually mean that they intended to answer your calls.

[Director Kelly of the APD's foundation] said it didn't help matters when a person was told by a 911 operator to quit calling to report shooting because the caller rang in too much.

"This is aspirational," Kelly said. "The Police Department doesn't want this problem to be there forever. They want to solve that problem."

So when we said 'this is going to be just like Amazon or Travelocity,' well... this is aspirational, don't you see?



Of course, aspirational usually means 'having to do with audible breath that accompanies or comprises a speech sound.'