This is not to my liking.

My wife, who is in the business, pointed to a disturbing trend that has emerged over the last few years. Not to be sexist, but this trend coincides with the rise of female clients—I’m not saying female clients are good or bad, I’m just remarking on a trend.

It used to be when you went to a client meeting you greeted your client with a considerate nod, a warm hello or a firm handshake. Maybe a hand-clasp or a pat on the back. Today we have moved way beyond that. Today, we hug, we kiss cheeks, we hug and hold. What's next? Groping?

This is all wrong.

It’s fine to be genuinely fond of people and clients. Such feelings can be expressed, I believe quite well and quite sincerely via a polite handshake. The hug is too much—faux affection (affauxtion) and, worse, it becomes obligatory. Hug one, you have to hug them all. If you don’t, you’re an exclusionary hugger. Or if you recuse yourself, you are a misanthrope and a hug-denier. Either way, you call attention to yourself through your not hugging.

Let’s just stop this. Now.