For example, "Én vagyok az apád". ('I am your father'. Literally, 'It is I who am your father'.), from the movie "The Empire Strikes Back", the pronoun I ("én") is in the focus and implies that it is new information, and the listener thought that someone else is his father. Although Hungarian is sometimes described as having free word order, different word orders are generally not interchangeable, and the neutral order is not always correct to use. Also, the intonation is also different with different topic-comment structures. The topic usually has a rising intonation, the focus having a falling intonation. In the following examples, the topic is marked with italics, and the focus (comment) is marked with boldface. Hungarian has a four-tiered system for expressing levels of politeness. From highest to lowest:   The four-tiered system has somewhat been eroded due to the recent expansion of ""tegeződés"". Some anomalies emerged with the arrival of multinational companies who have addressed their customers in the "te" (least polite) form right from the beginning of their presence in Hungary. A typical example is the Swedish furniture shop IKEA, whose web site and other publications address the customers in "te" form. When a news site asked IKEA—using the "te" form—why they address their customers this way, IKEA's PR Manager explained in his answer—using the "ön" form—that their way of communication reflects IKEA's open-mindedness and the Swedish culture. However IKEA in France uses the polite ("vous") form. Another example is the communication of Telenor (a mobile network operator) towards its customers. Telenor chose to communicate towards business customers in the polite "ön" form while all other customers are addressed in the less polite "te" form. During the first early phase of Hungarian language reforms (late 18th and early 19th centuries) more than ten thousand words were coined, several thousand of which are still actively used today (see also Ferenc Kazinczy, the leading figure of the Hungarian language reforms.) Kazinczy's chief goal was to replace existing words of German and Latin origins with newly-created Hungarian words. As a result, Kazinczy and his later followers (the reformers) significantly reduced the formerly high ratio of words of Latin and German origins in the Hungarian language, which were related to social sciences, natural sciences, politics and economics, institutional names, fashion etc. Giving an accurate estimate for the total word count is difficult, since it is hard to define "a word" in agglutinating languages, due to the existence of affixed words and compound words.