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You're right I think. I should think a little harder to find something which conveys the same feeling without the need for the language.

"It just got real" would have almost the same impact without the drawbacks.

Thanks good suggestion. It's currently a toss up between

1. It just got real

2. Too serious for a tag line

3. All grown up

I'm leaning towards number 2 at the moment. I'll deploy a new version tomorrow so will make the final decision then