Enjoying the moment

Here's the beginning of an article about the use of present progressive vs. simple present:

They don't agree on food culture, but they speak to the same crowd: Jamie Oliver says "It's smelling delicious" and McDonald's use "I'm lovin' it" in their advertisements. Never mind their slang. The basic rule is still to say "It smells delicious" and "I love it." Why is the "incorrect" phrase so popular in youth culture? Well, it's all about enjoying the moment, ...

If you want to read the rest (and watch the video clip), go to the web site of Spotlight Magazine:
Anne Hodgson: "That smells delicious"

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