Gradable adverbs

You what??!  These are words like "very", "quite" and "rather" which grade (that is, accentuate or diminish)  some other word. So "very bad" (worse than just bad) or "quite entertaining" (could be more entertaining) and so on.  A professor at Lancaster University has suggested that the use of such words is becoming less common, and wonders if this is an indication that we (Brits) are becoming less deferential and more assertive.  I hope not - it's our tendency towards over-politeness and under-statement that sets us apart from our brash cousins over the pond, and long may it continue to do so.