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A year ago, I wrote about how we needed to reclaim the phrase "transmedia storytelling" as a community from the plague of buzzworditis that was surrounding it. Sadly, that effort failed: more and more practitioners are future-proofing themselves by moving away - either subtly or explicitly - from the word. Even Creepy Wonka has been getting in on the action. "Transmedia" is on the downward slide of usefulness as a term and it is time to have a frank discussion about why, so that whatever label rises to take its place doesn't suffer from the same excesses and failures. Consider me Brutus in the court of Caesar: I've come to bury transmedia, not praise it.