Youth fare aside, I have generally always been interested in what's going on culturally.

I can't imagine voluntarily standing beside an F1 track in the rain, watching motorised wedges plastered in corporate decals zooming past at 500mph.

I have often felt the worlds of social media and the Internet are like a weird dreamscape. Even physically, when you are looking at your phone, you are out of it.

Calling Batman 'the Dark Knight' is like calling Papa Smurf 'the Blue Patriarch':you're not fooling anyone.

Social media teams tend to be decentralized - a motley mix of in-house experts, off-site consultants and international partners. The result: Confusion, rogue tweets, and off-message posts are almost inevitable. The worst gaffes live on in social media infamy.

The government invented the Internet.

I think that the balance needs to be restored, and I would note that in the camp in which I am in, one finds libraries, universities, the Internet industry, the manufacturers of digital media, and consumers.

You need to look no further than Apple's iPhone to see how fast brilliantly written software presented on a beautifully designed device with a spectacular user interface will throw all the accepted notions about pricing, billing platforms and brand loyalty right out the window.