Advertising reflects society, it doesn’t drive it, which would go some way to explaining why the industry today is so divisive. Everything is black or white, you’re for me or against me. You love or you hate. Compromise is for wimps. Discussion wastes time, debate is the enemy of progress.

In April, Nick Manning and I had one of our regular two-old-guys-in-a-coffee-shop-moaning-about-the-state-of-the-ad-industry sessions. This one was a little different – for two reasons.

Elon Musk’s decision to start legal action against the World Federation of Advertisers (the WFA) and their working group the now-sadly-departed Global Alliance for Responsible Media (X was a proud GARM member) on the basis that advertisers are not advertising on X is, to use a word of the moment, ‘weird’.