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The most comfortable one can imagine being.

'As snug as a bug in a rug' has slowly been overtaken in popularity by the non-elitist phrase for the people: 'as Comfy as G'. Although it is known that it originates on the backstreets of Aberdeen and has slowly spread into England, no one is quite sure who G is and why he/she/it was so damn comfy.
Person 1: mmmmmmm, my new snuggie is as Comfy as G!
Person 2: Dude. You're 27.
by Rob from Santa Monica August 18, 2010