Many writers use this type of wordplay, for example Seth Godin in a recent post:
Just because it’s easy to measure doesn’t mean we should (and the opposite is even more true).
It can be a nice word play, but maybe it is me, I find it hard to understand. I actually need to reconstruct the opposite sentence, “read it to myself", and then go back to the original one.
When you use it, use it as a last sentence somewhere (like Seth did), to give the audience a little brain teaser.
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