Yesterday, my Operations Manager approached me with an article idea. He wanted me to look at the whole British/American English question. A quick introspect later, I felt that such factors were best decided by the audience segment we intend to target. Obviously we have to speak the language spoken in that market but at the same time, given the fact that the US is well on its way to global cultural domination, there is an undeniable shift towards US English. Everything else is mostly of only academic interest.
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