There was a time when if you put in 100% effort you were giving of your best. Not any more; now you have to give 110%. In an article on the BBC website it's claimed that in the US, unless you offer 1000% commitment at an interview you won't get the job.
Lexicographer Susie Dent traces this linguistic inflation back to the 1980s when ice-skating champions Torvill and Dean talked of giving 101%. Other sportspeople had to go one better, and increased their so-called commitment level to 110%.
In these difficult economic times employers are becoming somewhat sceptical of those offering more than 100%, just as those people who took out mortgages of over 100% are these days disillusioned by such large numbers.