https://www.theverge.com/2019/1/9/18171703/asus-motherboard-naming-ces-2019

This week, Asus announced two new motherboards. One is called the ASUS ROG ZENITH EXTREME ALPHA and the other is the ASUS ROG RAMPAGE VI EXTREME OMEGA. Both are aimed at the highest-spec AMD and Intel processors — AMD is the Alpha, Intel is the Omega — and both signal that fact with an overabundance of overheated superlatives.

I love motherboards and I live for the hype surrounding tech. But I also value language, and this latest volley from Asus seems to have surpassed my threshold of tolerance for extreme self-praise. You might say it’s the zenith of hyperbole, but who really knows where the omega of all this alpha-male verbiage is to be found?