If you write, edit, or manage content for a brand, you likely run into lengthy content discussions over everything from voice to exclamation marks and em dashes. At least, I’ve done my fair share of debates with colleagues over language preferences.

But is it trivial? I don’t think so. After all, there’s a difference between “you shall not pass” and “you shall not pass!” The latter gives me chills — Ian McKellen did a great job — but only if the writer hasn’t doused the webpage with exclamation marks.