Linguistic experts say the phrase, "It is what it is," is incorrect, and in reality, it isn't what it is. "At one time it might have been what it is, or was, but it isn't anymore," said American Linguistic Association spokesman Binder Porkmann.
According to a recent poll, however, 85% of the American public still believes that it is what it is.
"It's very difficult to convince people that it's not what it is, because they truly want to believe it is," said Porkmann, who added that the ALA will soon launch a campaign to educate the public.
"It's important that the public knows that what they think it is, it isn't," he said.