This was a bumper sticker I remember seeing when I was in college. At the time, I only had a fuzzy idea of what these two words meant. After a little research, I realized that the phrase was a playfully pretentious way to encourage people to stop using big words that nobody understands. I'm sure many students wish they had a rubber stamp with these words so they could imprint them on some of the texts they must read. I felt that way when I was a student and sometimes I still feel that way. In fact, I often think that this slogan should be a rallying cry for sociologists everywhere.