Meerkats?

 By the way, my transatlantic audience may not know what I meant by the heading "Simples-tic". It was meant to be playing on the UK TV commercial which uses, for some strange reason, Russian meerkats to advertise a price comparison website, comparethemarkets.com. "It's compare the markets, not meerkats - simples!" (or similar) was the catch phrase or slogan and for equally mysterious reasons this really did catch on. Why do some new language uses grab the public imagination and others don't? It's not simples.