It's a barrel of laughs, isn't it? It makes The Day After look like friggin'...insert name of cheerful thing here. It was one of the things that made me really worry about worst-case scenarios. There's something impish and probably somewhat therapeutic about thinking about those things.

If technology is a drug – and it does feel like a drug – then what, precisely, are the side-effects?

That's not something that we've gone in thinking 'Right! How are we going to examine that now?' It's just when you take a step back you see that they're actually all sort of in that mode.

[My parents when I was a kid] would go, "It's a nice hot day. Why are you inside watching the TV?" And you go, "Well, 'cause it's better?"

Being slagged off is good for you. It thickens the skin and strengthens the backbone.

In many ways, Big Brother is the present day equivalent of a 1980s Club 18-30 Holiday - flirting, sunbathing, silly little organised games, and lots of people you'd like to remove from the genepool with a cricket bat.

Online you're encouraged to perform one personality for everyone.