Which controversial marketing strategy did Oxford Dictionary implement in 2019 that caused debate among linguists but ultimately strengthened its brand positioning?

In 2019, one of the world's most prestigious dictionary brands made headlines with a controversial marketing strategy that divided linguists and casual language enthusiasts alike. The campaign challenged traditional views of how language reference products should be marketed and positioned in the digital age. This product trivia question explores how even the most established language brands must evolve their positioning to remain relevant in changing times.

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Declaring 'post-truth' as Word of the Year despite it being a compound term, breaking their own selection criteria
Launching the 'Language Lives' campaign that redefined dictionary as a living document rather than an authority, embracing linguistic descriptivism
Removing 50 'outdated' words from their dictionary to make space for modern terms, causing backlash from language preservationists
Partnering exclusively with Microsoft to integrate their dictionary only in Microsoft products, abandoning platform neutrality