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It seems that people might have been a bit insecure about the informality of the word "lunch"; around 1915, the style guide (more of a just a style sheet of paper, really) for the Kansas City Star newspaper somewhat sternly advised its writers "Say luncheon, not lunch". I guess "lunch" was for the plebs, not for the refined readers of the Star? Anyway, here's the context:

https://www.kansascity.com/entertainment/books/article10632713.ece/BINARY/The%20Star%20Copy%20Style.pdf

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Good stuff, Mike! I love it - it's such a wonderful combination of sound advice and old-fashioned shibboleths. Be careful with "also"? Wise indeed. Don't split infinitives? Give me a break!

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