There is a reflexive pronoun epidemic in England that, while it may not be high on the list of the world’s problems, is suggestive of some serious social weirdness. It’s a straining for exaggerated politeness or elevated speech that reflects a society still riven by class.

“Does that work for yourself?” “Could we perhaps have a quote from yourself?” “Is the water temperature right for yourself?” “We will have that fixed for yourself as soon as possible.” “I have booked the flight for yourself.”

Yes, that is all fine for myself!!! (I would not dream of ending that last sentence with a period as it may appear unenthusiastic when I want to exude delight at being addressed with such deference.) In fact, thanks to yourself, it’s been a great day for myself!!!

What on earth is wrong with little old “you” and “me?” They are words too short and too plain for the hospitality and service industries that now make up a big chunk of the British economy. People used to manufacture machines. Now they manufacture obsequious multisyllabic reflexive pronouns with a letter quotient designed to aggrandize yourselves, and so render yourself pliant to opening your wallet.