Out of the mouths of politicians comes a new lingo, especially during a high-stakes presidential election year.
Thanks to the Democrat and Republican smooth talking contenders, voters are being treated to a refreshed vocabulary.
Sometimes a slip or sometimes a calculation, some words and expressions uttered by the candidates have proved so memorable that wordsmiths and wisecracks rush to the Internet to stake out a new website or social media handle to capitalize on the moment.
Which brings us to the first entry in today's political parlance:
"Binders full of women"
Republican presidential nominee Mitt Romney uttered this phrase while thinking fast on his feet, in response to a voter's question during the second presidential debate.
Discussing how he tried to bring women into his cabinet while governor of Massachusetts, Romney stated, "I went to a number of women's groups and said, 'Can you help us find folks?' And they brought us whole binders full of women."
The remark spurred a political action committee to immediately mock Romney and set up bindersfullofwomen.com, dedicated to holding "Republican candidates accountable in this year's election and beyond."
Meanwhile, the social media world erupted with humor -- some of it good-natured, others laced with sarcasm.
A similarly named Tumblr page features creative composites of images and written commentary.
A picture of Hugh Heffner in a library, for instance, bears the caption: "Binders full of women? Oh sure, I've got hundreds of them."
Then there's a photo of a laughing Romney as he declares, "Binder? I just met her!"
Begosh and begorrah, Joe Biden must have been channeling the leprechauns of his ancestral homeland when he conjured up this bit of Hibernian slang during the debate between the vice presidential candidates.
The Delaware Democrat claims the word's origin is Irish, like his own name, but the Oxford English and American Heritage Dictionaries say the etymology is officially unknown.
Nothing like malarkey about malarkey.
"You didn't build that"
Those four words from President Barack Obama became a rallying cry for Republicans everywhere, who portrayed them as offensive to business owners nationwide.
During a stump speech about public infrastructure and individual initiative, the president said, "Somebody helped to create this unbelievable American system that we have that allowed you to thrive. Somebody invested in roads and bridges. If you've got a business -- you didn't build that. Somebody else made that happen."
What Obama built for himself, by uttering those words, was a mess -- and an opportunity for opponents to pounce.
Move over, "99%" and "1%."
The new No. 1 number this election season is "47%."
Romney spoke of this percentage, secretly videotaped, during a private fundraiser in May.
The GOP nominee said 47% of Americans will vote for Obama "no matter what."