Joe Humphreys A trusted maxim of modern business is never to underestimate the consumer's gullibility.
Image is everything, and substance nothing.
Not surprisingly, given the re-modelling of Ireland as a satellite state for multinationals, this philosophy is gaining currency here. I'm talking about the Guinness Storehouse. The restored brewery building, of which the main selling point is a trip to the rooftop Gravity bar with its panoramic views of the capital, takes insulting the customer's intelligence literally to new heights. A remarkable sum no matter how you put it. The latter probably attracted most interest from visitors.