[Ads-l] WSJ -- curious usages?

[Dan Goncharoff]

I was surprised to see "offline shop", meaning a physical store, used
without quotes in a photo caption, but "incubator", meaning an entity that
helps new businesses start, used with quotes.

http://www.wsj.com/articles/rocket-struggles-to-prove-its-profits-can-take-off-1468795239

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