i'm going to have to upgrade my strimmer and all the sort of suburbia things keeping up with the joneses, as we call it. it's a very we've talked about that all our lives. we know it as a phenomenon, but you scale it up, you simply scale it up. and we know is true. i mean, i can know this is true. i mean, i can still picture the moment when i was nine and i found an old mackinaw , an old raincoat. mackinaw, an old raincoat. people used to wear them. yeah. and it had a ten shilling note in it. and the joy , the absolute in it. and the joy, the absolute joy - in it. and the joy, the absolute joy . yeah. now, what you can't joy. yeah. now, what you can't do is scale that joy up. if i then found £100,000 in a coat, i would be astonished . yeah, i would be astonished. yeah, i would be astonished. yeah, i would go, wow, but i wouldn't be. um, well, ten shillings is, you know, half a pound, so i wouldn't be 200,000 times happier than when i found that £10 note. but people think it's more is better. they do absolutely . alcoholics think absolutely. alcoholics think more is better. yeah, yeah , b