Btw, for non-NSF folks, transformative research is an NSF merit review criterion
It is often used as stock critique; a panelist says your research is not transformative and your proposal is dead in the water, even though most funded proposals aren’t particularly transformative either.
Brilliant! I came up with a few of these too that you might find funny: http://jasonya.com/wp/academic-halloween-costumes/
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