William Gibson’s novel The Peripheral is a great novel. In it a character from the past has to pretend to be, in the present, a "neoprimitivist curator", something that she could never even have comprehended - simply because of when she was from. So they implant into her present day avatar a cognitive bundle to enable her to sound something like a neoprimitivist curator. “You’ll spout a reasonably high grade of facile nonsense”, she is told. “Will I know what it means?”, she

Doing good is not - and never can be - a marketing campaign.