attention

As a rule, never pay attention, but rather, give it. Attention can easily be divided and spread around, while it seems to refer to some form of concentration, a scarce commodity these days. The military know all about attention, and are paid to stand at it and even snap to it. My style of attention is happily free (I don't have to pay) and does not require the raising of a flag. And hopefully it is not a posture.