He hated being thought of as one of those people that wore stupid ornamental armor. It was gilt by association.

...All the shops have been smashed open. There was a whole bunch of people across the street helping themselves to musical instruments, can you believe that?"

"Yeah," said Rincewind. "...Luters, I expect.

Biers was where the undead drank. And when Igor the barman was asked for a Bloody Mary, he didn't mix a metaphor.

But the helmet had gold decoration, and the bespoke armorers had made a new gleaming breastplate with useless gold ornamentation on it. Sam Vimes felt like a class traitor every time he wore it. He hated being thought of as one of those people that wore stupid ornamental armor. It was gilt by association.

I believe in reincarnation,” [Bjorn] said.
I KNOW.
“I tried to live a good life. Does that help?”
THAT’S NOT UP TO ME. Death coughed. OF COURSE... SINCE YOU BELIEVE IN REINCARNATION... YOU’LL BE BJORN AGAIN.

I do not, in fact, use many puns. Certainly there are far fewer than people believe. But I suspect the ones I do occasionally use tend to hang around in people's memories for a while.