My wife stumbled across something today that we both found disturbingly humorous. On the website for a local pharmacy, which I will leave unnamed to protect the guilty, there is a category known as ‘Embarrassing’ (see below). Naturally, the examples included in the category would be rather embarrassing in normal conversations. But what really stuck us about this page was the very term used. It was funny at first, but then it just became troublesome. While political correctness tries not to step on the sensitivities of people and make them feel awkward, calling rather personal problems ’embarrassing’ seems to be an insensitive choice of term and one that would only fuel the awkwardness.