Originally Posted by markdoane
Why do you use the singular folk
instead of the plural folks
Is it because CNW Research is just a lone wolf pretending to be a prestigous Research Institute?
Both folk and folks are plural - folks is just (more) informal. That said, if your visit their website(1), you'll see that CNW Marketing Research is largely the effort of one man, Mr. Art Spinella.
Actually, I do have a good bit of respect for Mr. Spinella. CNW seems to pretty much be a man, his boat, and his copy of MS Office making a living by answering the question of "why don't people think of that". His opinions run the gamut from the sensible to the bizarre. Dust to Dust is his 458 page (ostensibly) decade long research project on automobile lifecycle energy costs.
It is interesting, thought provoking, and often misguided. One of the annoyances of reading the report is that he will give a 'reason' - e.g. cars bought by young people use less energy because their owners don't change their oil as often - but then never tells you how he quantifies that 'reason' into his calculations.
I love CNW because it shows how one man's reasoned opinions can find an outlet on the Internet. I hate CNW because it shows how lazy media feeding into bloggers create 'facts' on the Internet.
(1) I should have linked to CNW Marketing Research in my previous post - CNW Marketing Research