Let's say you are a student working on a paper. This paper is 100% of your grade for this particular class. Your topic is to write about a famous psychological theorist, and discuss his primary theories, and whether they have any value. It would probably be a good idea if you spelled that theorist's name correctly just once throughout the whole paper.
I'm just sayin'.
I'm in the last 100 metre sprint right now... I need to mark about 40 more of these suckers by Monday.