Nice clothes fall apart. Nice clocks don't work. Bits fall off the nice cooker. It is hard to accept that pricing is unrelated to quality, but it's plainly true. Nowadays, we pay the price that satisfies our particular personality type; and then we live with the painful consequences.

When you by nature subscribe to the view that everyone except yourself is a berk or a wanker, it is hard to bond with anybody in any rational common cause.

We read privately, mentally listening to the author's voice and translating the writer's thoughts. The book remains static and fixed; the reader journeys through it.

We have a language that is full of ambiguities; we have a way of expressing ourselves that is often complex and elusive, poetic and modulated; all our thoughts can be rendered with absolute clarity if we bother to put the right dots and squiggles between the words in the right places. Proper punctuation is both the sign and the cause of clear thinking. If it goes, the degree of intellectual impoverishment we face is unimaginable.

To those who care about punctuation, a sentence such as "Thank God its Friday" (without the apostrophe) rouses feelings not only of despair but of violence. The confusion of the possessive "its" (no apostrophe) with the contractive "it's" (with apostrophe) is an unequivocal signal of illiteracy and sets off a Pavlovian "kill" response in the average stickler.

Evidently an A level in English is a sacred trust, like something out of "The Lord of the Rings". You must go forth with your A level and protect the English language with your bow of elfin gold.

The problem is that it has become politically awkward to draw attention to absolutes of bad and good. In place of manners, we now have doctrines of political correctness, against which one offends at one's peril: by means of a considerable circular logic, such offences mark you as reactionary and therefore a bad person. Therefore if you say people are bad, you are bad.