Language nerd?

I was doing a search for the meaning and usage of the word "twee" because I like the sound and connotation. I've heard British people say it, and I like how they apply the word to a variety of situations. I don't really consider it a common American word, so I was surprised that a professional journalist wrote an entire column/article (whatever it's called) in the Tribune pretty much focused on it. Even out of the gate, he seems obsessed with it:
Twee is pervasive, genteel and hard to bear, pixie-haired, wide-eyed and precocious. Twee is also out of hand, and more complicated than it seems. See, though being twee is often regarded as a negative quality, tweeness is not necessarily insufferable.

Obviously, he's into language in a general sense because he's a professional writer and seems to be doing well (and lucky to be working in the shrinking newspaper biz), but he *really* seems to be into language because he shapes his piece around the word "twee" to the point that I wonder if his intention was to write about the word or about pop culture (which seems to be his beat). It's almost nerdy, which is refreshing to see in the simplifying media world. (I'm a proponent of clear, simple writing, so it's not a knock against what 21st century mass writing has become, just an observation.)

But back to the American vs British usage of the word. Because I pretty much never hear people say it in the USA but have heard Brits use it, I assume it's not at the top of people's minds here. So it's surprising that he shapes the essay around the word, as if people have heard it often and are nodding their heads in agreement. Are people sick of the word, or concept? I don't know if they hear it enough to get sick of it, or even know what it really means and how it can be applied.

I'm not saying what he's doing is wrong, it's just atypical because his post seems like it's meant to be a review of some TV shows, but it's also a review of American culture, yet also expresses a fascination with the word itself. His enthusiasm is obvious, and his writing seems to be really good (which is why he's living the dream).


Japanese transliteration mistake

I was walking down the street and saw this sign, which has some clear mistakes.

They transliterated すしと as "sushiito." The double-i means it's a long sound, but すしと doesn't have that: す=su し=shi と=to. If they were truly transliterating it, the Japanese would be すしいと: す=su し=shi い=i と=to. It seems like they're trying to be clever because they've created a sushi burrito, so they've combined the two words, but they failed in the execution.

Also, I'm concerned about the spelling of "kimchi." According to my favorite Japanese language site, Popjisyo (which now has other Asian languages), when I pasted the Korean word 김치 in, it translated it as "kimchi." Even an official kimchi museum in Korea spells it that way. But the sign has that spelling, plus "kimchii." Why couldn't they at least settle on one? (Thought I suspect the double-i would be wrong anyway.)

I'm surprised that a restaurant in a major part of the city (downtown Chicago) made such mistakes. They could've gotten some native speakers or knowledgeable non-natives to proofread the sign. Way to go! How's your food?