The English language expert at grammar.about.com advises on many occasions against using the word iconic, claiming it is cliched and will make you sound trivial, without saying what to use instead. Is it really technically wrong or bad to use this word (or such an overused exaggerated adjective in general, like awesome or amazing, as the expert suggests)? If yes, what should be used instead to avoid sounding trivial?
Example (taken from grammar.about.com):
Mr. Leopold is not turning 95 years old, but his iconic ice cream business is. . .