And now it has come to pass, that this term, slang for jeepneys curbed along any Makati street serving hot food and soda in a plastic bag, has entered the annals of our vocabulary along with "jologs" and "cheapistication": Jollijeep is a marketing phenomenon, and no doubt we will soon hear about a cease and desist order from Jollibee.

Worship Jollijeep, for the cheap, HAACP-breaking, roadside cuisine that has saved many a low wage earner from starving over his lunchbreak. Worship those who have taken Jollijeep to the next level. Worship the banana cue and toron drenched in cooking oil and suffocating in "cellophane". Worship the standardization of this culinary sensation that, along with the shampoo in a sachet, ranks high among the best Filipino innovations of the modern age.

Other countries may have foodtrucks, but none sell ice buko, without the "d".