"LOVE IN THE TIME OF CHOLERA: WHY IT'S A BAD TITLE I admit that "Love in the time of . . ." is a great title, up to a point. You're reading along, you're happy, it's about love. I like the way the word time comes in - a nice, nice feeling. Then the morbid Cholera appears. I was happy till then. Why not "Love in the Time of the Blue, Blue, Bluebirds"? "Love in the Time of Oozing Sores and Pustules" is probably an earlier title the author used as he was writing in a rat-infested tree house on an old Smith Corona. This writer, whoever he is, could have used a couple of weeks in Pacific Daylight Time."