It is a fair bet that most people who tune in for the Oxford and Cambridge boat race this Easter Sunday will never have heard of its new sponsor - a firm called Xchanging.
Every spring, along with the daffodils, come the calls from polling agencies employed by companies to sound out 'opinion formers'.
When the first bid for the London Stock Exchange was launched at the turn of the year, I said in this column that it would be a battle for hearts and minds more than price.
After a honeymoon in the 1960s and 1970s when nuclear power was hailed as the answer to the world's energy needs, the mood changed.
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