"No! I mean you're in a bar, having a drink, and someone beside you starts a conversation. Someone you might fancy the look of. All very pleasant, and then you're chatting along, and she, or he, we have men as well, mentions this great new streetwear label, or this brilliant little film they've just seen. Nothing like a pitch, you understand, just a brief favorable mention. And do you know what you do? This is what I can't bloody stand about it: Do you know what you do?"