Thanks for this post, there were some nice tips in there. Although, I do have some nitpicking about your writing style. Maybe it's just me, but I found that your use of "+ve" instead of just saying "positive" and of "&" instead of "and" did not have the intended effect of speeding up reading, quite the reverse actually.
Seconded. Initially, my brain told me that +ve was the name of the site, so I was confused when I looked for a product page link only saw "Cucumbertown".
Granted, that's mostly laziness -- apparently I've got a rule that matches "strange words near the top of the post" to "probably the name of the product".
I dont know about anyone else, but when I saw "+ve", I just thought to myself, "what is that?" for about a half a second before giving up and moving on.
I'm not complaining on the use of the ampersand, but unlike many people seem to believe, it's not semantically equivalent to "and". Beyond just joining two items in a phrase, the ampersand marks an association between them and emphasizes it as a single definite idea, a "thing".
Ampersands are often used to mark brands, names and cultural items made up of multiple components: Johnson & Johnson, Dungeons & Dragons, bread & butter, fish & chips, Gold, Smith & Associates.
If I say "I had some fish & coleslaw" that would make a few people wonder if this is some popular recipe they should google.
