But, actually, it’s suddenly come to me after years working in the business, that what we create in advertising, which is intangible value – you might call it perceived value, you might call it badge value, subjective value, intangible value of some kind – gets rather a bad rap. If you think about it, if you want to live in a world in the future where there are fewer material goods, you basically have two choices. You can either live in a world which is poorer, which people in general don’t like. Or you can live in a world where actually intangible value constitutes a greater part of overall value, that actually intangible value, in many ways is a very, very fine substitute for using up labor or limited resources in the creation of things.