SPH CEO's use of 'umbrage' gives rise to memes, merchandise

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"I think it took off as it did because many netizens took umbrage at the fact that he took umbrage at a not-unreasonable question being posed in an appropriate setting,"..."We should be so glad that Singaporeans have strong opinions and tremendous creativity in using humour to express their views."

Qn: Can humour ever be serious? (Cam. 2012)