Truly, madly, deeply ..
"Deep support" has been confused with a surgical truss and "deep leadership" can confuse heads who like to lead from the front. "Deep learning" and "deep experience", the Specialist Schools and Academies Trust says, are important too. And don't forget the "nine gateways of personalised learning". Not a fantasy novel but a new educational approach.
While some are baffled, other schools are embracing the new terminology. The Oasis Academy in Immingham, Lincolnshire, has recently advertised for a "Deputy Principal - Deep Entitlement".
We assume they will be responsible for ensuring pupils get their full share of the deeps. And that's, like, really deep.