i thought it was a quite extraordinary thing for matthew freud to say. was quite pleased he said it in some ways because i've been thinking that anyone in politics should do the same thing. and you and i, david, come from a world of newspapers and we'll be just about old enough to remember where newspapers and their endorsements and their coverage had a huge influence on election campaigns. and i think one of the stories of this election campaign is, frankly, it's the starkest demonstration we've ever had of the diminished influence of newspapers. you go along with that? i completely agree with that. i really do. and we're going at the moment, of course, a lot of people are looking at the sun, my old paper, to see whether or not they're going to endorse keir starmer. and yesterday, as we sit here, was the debate between keir starmer and the prime minister both took part in the sun debate. and look, i agree with matthew and i think that ignoring the media is important. that doesn't mean that you don't interact, of course, with the media and you don't nod