Because of his particular journey with MS (the experiences can be very different) Ramin has been slowed down by an illness that took away his independence for a long time. Relapse-free, he is now in the slow but steady fight to recover and he gets frustrated with himself, with me and his body, his mind.
It's misguided to simply drop the word 'advert' from the marketing lexicon, replace it with 'content', and then progress in just the same way, producing something that's as much a brand-centric message as it ever was. The undisputable, game-a-changing fact is this: all brands are now in the entertainment business.
If I hadn't seen the drop-dead gorgeous dresses in their A/W collection - many with the kind of sleeves most grown-up women crave - I might be less excited by her announcement. But Ms Earl, 51, brings back to M&S that intangible something - call it class, call it good taste, call it style - which has been so sorely lacking in the past decade.