But Lord Browne focused too much on the soft furnishings and too little on the foundations.

ECONOMIST: Schumpeter

It's too easy, it's too soft, it's not bland, but it's definitely a lot more refined than anything they ever did.

FORBES: The Kings Of Bourbon

At this stage, such soft skill badges are still too easy to attain, but they will hopefully get more rigorous over time.

FORBES: Badges Lend Gravitas To Free Education Revolution

Similarly, the market appears willing to bet China will succeed in engineering a soft landing for its overheated housing market, but it is still too early to say whether it will succeed.

WSJ: 2012: Taking a Look on Bright Side

But he called on soft drinks companies to display clearer warnings on their beverages about the risks of too much sugar and caffeine.

BBC: Coca-Cola bottles (Archive shot)

Beyond the fierce protectors, there's a substantial, soft middle population of patrons and sponsors who may agree that women belong in Augusta, but are too enchanted by the Masters to push.

WSJ: Masters 2012: A Tradition That Should Change. IBM's Virginia Rometty and Augusta National Golf Club