If you based your knowledge of the human species exclusively on adverts, you'd think that the normal condition of humanity was to be a good-looking single person between 20 and 35, with excellent muscle-definition and/or an excellent figure, and a large disposable income.

If your memory was OK you could descend upon on a bookshop – a big enough one so that the staff wouldn’t hassle a browser – and steal the contents of books by reading them. I drank down 1984 while loitering in the 'O' section of the giant Heffers store in Cambridge. When I was full I carried the slopping vessel of my attention carefully out of the shop.

Belief demands that you dispense with illusion after illusion, while contemporary common sense requires continual, fluffy pretending - pretending that might as well be systematic, it's so thoroughly incentivised by our culture.

I can always tell when you're reading somewhere in the house,' my mother used to say. 'There's a special silence, a reading silence.

Taking the things people do wrong seriously is part of taking them seriously. It’s part of letting their actions have weight. It’s part of letting their actions be actions rather than just indifferent shopping choices; of letting their lives tell a life-story, with consequences, and losses, and gains, rather than just be a flurry of events. It’s part of letting them be real enough to be worth loving, rather than just attractive or glamorous or pretty or charismatic or cool.

Emotions can certainly be misleading: they can fool you into believing stuff that is definitely, demonstrably untrue.

You never came out the way you came in.