An interesting thing about one facet of how society as developed over the past decade and a half, I think, is that a byproduct of more people being conscious of the quest to monetise almost anything is that it has also raised the level of general scepticism on whether something is marketing or real. So you have increasingly more scenarios where an objectively bad thing can happen to someone but any public response is scrutinised and questioned within a hint of its life sometimes rightly sometimes not. I don’t particularly like it but that’s where we are at guess