I think the problem is nowadays, I mean we have a very sort of — and certainly the younger generation, have a very fixed idea of what interactivity is. ((Blogosphere)) And because it’s such a sort of one of the sort of modern buzzwords, media has got to be interactive, you got to do it — and it’s like, well no, actually the world was pretty interactive before computers came along, we just didn’t call it that. ((Value Of Vaudeville)) We just didn’t call it that.

If someone writes a book, someone writes a book, you read the book, you buy the book, you’re inter-reacting with that person’s work. And then when it comes to the point of that book selling a lot of — being a great success, the publisher says, “Brilliant, do another one.” Then you have — the writer then sort of looking at, “Well, why did this work?” So, then they’re sort of engaging with why that was popular and the work they did before wasn’t popular. So, they’re interacting with the audience expectations of what they should be doing. So, it’s always gone on. It may be a little bit more sort of immediate now, the response is maybe even more sort of instant, but it’s no different than what’s ever gone on.