Of course, the very success of the word extreme spells its doom among the hipnoscenti. ''It used to mean the total commitment of a samurai warrior,'' sighs director Perlman. ''Now it's a drink with two types of fruit juice.'' (Yes, but one of them's pineapple!)

Today some extreme athletes are opting for other adjectives, calling their passion aggressive skiing or alternative sports. Even such a thoroughly mainstream outlet as ESPN has already shed the word: This year, the Extreme Games has been changed to the X Games. ''We don't want to become passe,'' says Ron Semiao, the ESPN executive who created the contest. ''In five years, extreme may become about as popular as the word mod or groovy.''

Now, there's an idea for NYNEX: Groovy Dialing.

(With additional reporting by Degen Pener and Jessica Shaw)

Originally posted Jun 28, 1996 Published in issue #333-334 Jun 28, 1996 Order article reprints
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