The old process of social assimilation used to be mainly about English new money - generated in London, the mucky, brassy North or the colonies - buying those houses and restoring them, and doing the three-generation thing, mouldering into the landscape, and the 'community,' identifying with the place in a familiar way.

Across the Atlantic, commercial therapy of all kinds provides so many more comfortable outlets for people when they are under pressure. The English tradition is to get a grip, whereas the American version is to get in touch with your feelings, to say: 'I'm a good person. Isn't it terrible when bad things happen to people like me?'

People are fretful about lifestyle retailing because the idea that anyone's immortal soul and deepest longings can be quite so readily anticipated and consolidated with several hundred thousand other like-minded types is worrying.

I can't actually read interviews with thesps now because they're almost always fantastically predictable, the men especially. Actors are forever stressing their ordinariness, their beer and football-loving commitments.

There's no Peter York Foundation, and you're no one without one.

Brands are useful ways of short-handing practically anything - look at the way Tom Wolfe first used brand name lists to sharpen up a character and a situation. Look at the most brand-referenced novel, Bret Easton Ellis's 'Glamorama.

Selling scent is a key job for celebrities. At any one time, there'll be hundreds of them at it, going on the world's talk shows, doing photo-shoots, providing employment for thousands. Celebrities are instant brands.