Would you like some chillie sauce on that?

Pity poor Ralph Ardill of Imagination. He opens the doors of his desirable loft in London’s Clerkenwell to the Guardian’s Space magazine for a lifestyle story, shares his wisdom about experience branding, and tells how the district has become a shadow of its former self.

And how does the Gruniad thank him? With a standfirst paragraph reading, ‘From domes to kebabs, life’s a branded “experience” these days, thanks to people like Imagination’s David Ardill.’

We’re sure Ralph is big enough to rise above the slight.