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Firms also use fancy job titles to signal that they are au fait with the latest fashion.
ECONOMIST: Inflation in job titles is approaching Weimar levels
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The report found that the CRU scientists would, had they been more statistically au fait, have done some things differently.
ECONOMIST: Climate science and its discontents: A place in the sun | The
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But the hosts at my dinner party were not "Ossies" but "Wessies", completely au fait with bananas and even, perhaps, porcini.
BBC: Frugality rules at German dinner parties
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Young people might now be totally au fait with social networking sites, but are not aware of all the techniques of more traditional networking.
BBC: Networking: Does everybody need to schmooze to get on?
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Mr Sierra says that although the Colombian public may not be au fait with the Northern Ireland process, the politicians have followed it closely.
BBC: Can Northern Ireland act as a template for Colombia?
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But it is more like a confused soap opera, overcrowded with characters and suffering from the constant desire to prove itself au fait with its cool surroundings.
ECONOMIST: Failure of imagination
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What has Cameron done this time (and a slight correction for those not au fait with British politics: the budget is done by the Chancellor, George Osborne, not by the Prime Minister, David Cameron)?
FORBES: Britain's in Recession Again: But Delong and Krugman Really Shouldn't Chortle So
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If this was a social network or an online supermarket, it would perhaps be more of a major shock to the consumer base - many of whom would be less au fait with the realities of online content than console owners.
BBC: Sony crisis: The expert panel