Oops, according to the Wall Street Journal - did I say the word aging? Ugh, that's so yesterday. This was a spectacular and sometimes hilarious weekend of coverage -- we were treated to a full page on the marketing struggle to be subtle and euphemistic about this mind-boggling trend. We will for the rest of this post put a euphemism whenever we want to think about it. Why do we want to read so much about this phenomenon? Well, silly, because baby boomers are turning 65 at the rate of 10,000 per day (3.65 million this year and for the next 19 years). Never you mind that 1.7 million in the 65+ age range died last year, so in the near term that's a smaller gain than it looks -- and let's not forget that a few weeks ago, life expectancy shrank slightly. With the 'tsunami' of uh, living a long time having fun (see, there's a euphemism!), marketers have got to cash in.