This accounted, anyway, for much that was peculiar about the part of London Bridge called the Square. Persons who went east and west on watermen's boats on the Thames tended to be richer and more important than those who went north and south across the Bridge, and the ones who actually cared enough about their lives, limbs, and estates to bother with climbing out and hiking over the starling tended to be richer and more important yet, and so the buildings that stood atop the Bridge to either side of the Square constituted location! location! location! to the better sort of retailers and publicans.