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This word is usually used in past tense, as the occurance is almost never spoken of until after it happens. The instance of one inviting another to a casual lunch, dinner, drinks - and then not following through with it. The invitation is nothing and carries no weight, it is said merely to be [fashionable]. The term comes from shady Hollywood agents to invite their clients out to make them feel like a priority, however they plan to flake all along on the plans. Nowadays, the term can be used by anyone - friends, "[soccer moms]," and lead-singer band guys. Also see "flake" and "[hollywood promise]"
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