It is easy to have about the temporal present, the time that is now, thoughts that seem both true and impossible. E.g., ‘Now is the time that matters'. We may reflect that this is not just true but that ‘it is always like that', that is: now is always the time that matters. Yet here we seem to be generalizing the ascription to the temporal present of a property that claims uniqueness, viz., being the time that matters. The present paper (...) explores, in the case of the temporal present, the meaning and implications of this kind of impossible generalisation. (shrink)