What does that annoying phrase actually mean? I keep seeing more use of it here and wonder if it's just a contagious trend, and if its usage is proper in most instances.

I believe it means "solely" or "alone". Ie "That is not enough, in and of itself" would mean "That is not sufficient alone."

It is annoying...even though I catch myself writing it from time to time

It means intrinsically. When used properly, as it often is in philosophy, for example, it is meaningful and useful.

The modern American may be classified as a consumer for certain purposes, but he is not a consumer intrinsically. Philosophers also use the term per se in the same sense. Per se means "in (or of) itself." It does not mean "really." Really. I urge you to type in the term per se in the M-W search box at the top of this page for confirmation of what I'm saying.

[This message was edited by maiku on 01-16-04 at 01:49 PM.]