Pantone's 2023 Color of the Year

Every year, several companies vying for the title of 'Color Guru Master' announce their pick for "Color of the Year:" the color that will represent the coming year's optimism, activities, etc etc. Sometimes those shades are downright depressing, reflecting (no doubt) the seriousness of How the World Is Going To Pot.

(Yes, I'm a touch cynical about this process.)

Anyways, here's Pantone's nomination:  Viva Magenta

Pantone’s 2023 Color of the Year is 18-1750 Viva Magenta, a “brave and fearless, animated red that encourages experimentation and self-expression without restraint.” The nuanced crimson is a balance between warm and cool tones that the global authority hails as “assertive but not aggressive.”

This loudmouth shade is "assertive but not aggressive?"  Really?? 

(Go here for more. Ewww.)