The Drop the Plus website features tweets from people who have used the hashtag on Twitter, which act as testimonials. If Ferrario and Rochester were really paying attention, they would see, plainly, that the first two tweets they proudly display - both citing how embarrassing and disempowering the tweeters find it to shop in a designated "plus" section - prove precisely that the problem isn’t with the word "plus" but with the extreme cultural fear of being seen and recognised as fat.