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PSM, for short. A phrase used to desrcibe people, places, and sellouts who fake an expression of sorrow for personal gain. For example, a widow may use her husband's death as a way of getting attention for herself. Or a politician may use a national tragedy for personal gain.

Another example would be somebody who adopts a "goth" lifestyle, with a pretense at melancholy, in order to make their dull life seem more interesting. Little do they know, their life is interesting enough without all the pretense, if only they would believe in themselves.

All in all, a useful phrase for describing a variety of high-profile whiners.
Make sure the cameras catch my Pepsi-Sponsored Melancholy. Wouldn't want them to find out I'm just a no-good heartless bastard.
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