Let's take slimming clubs as an example. WeightWatchers and Slimming World have on the surface quite sensible ideas around cutting the bulge. But both brands promote a range of processed products (bars, shakes etc.) that could be seen as easy replacements for other lower calorie, non-processed and cheaper food.
The advert in question - for an unpaid internship role which cites creating an "atmosphere of complaint" as grounds for immediate dismissal and carries a tone so opprobrious that you can almost hear the author tutting at the thought of you reading it - was revealed by the author as both an attempt at satire and a real job advert.
It was firstly about the cost, which made me feel detached from the game, but it was more about value. Football made me feel ripped off more often than not. But now, I'm genuinely starting to dislike the game that gave me my first heroes, the game that I spent so much time playing, watching and talking about it. The news that Wonga, the loan company with the outrageous interest rates, had bought the naming rights to Newcastle United's Sports Direct Arena has probably sealed the deal for me.
We patrolled for six hours, a wearing journey I can assure you, and whilst never blasé, you can also become a little un-attentive after a while. 50 yards behind me a soldier lost his legs a couple of weeks back, 600 yards to my left is a sniper, to the front is a compound with insurgents, we can see them watching us, and the same to our right, a compound chock full of people who rightly or wrongly wish us ill.