“A deepity isn't just any old pseudo-profound bit of drivel. It's a specific kind of statement that can be read in two different ways: one way that's true but trivial, and another that's much more intriguing but false. The example Dennett quotes is, ‘Love is just a word.’ On the level of linguistics, of course it is – but that hardly tells us much. On another level, it's pretty manifestly untrue. It sounds deep only because it teeters precariously between those two readings, exuding the whiff of paradox. Once you've encountered the concept of deepities, you can't help seeing them everywhere: ‘Que sera sera!’; ‘Beauty is only skin deep!’; ‘The power of intention can transform your life…’”