W.C. Bergmann was supplementing his meager lamplighter's income by bobtailing… picking up laundry and cleaning in his horse drawn truck...

The others will return at night, … pushing their experiments and nudging their projects toward completion in small, painful increments.

In other words, it may be important in a parent meeting to report the fact that their child was on task 30% of the time observed, while the comparison student was on task 85% of the time observed.

Since Rupert Murdoch famously bet the farm on Premier League football to rescue Sky TV in 1991, it has been the catnip that has underpinned subscriber loyalty and, even in a far more complicated media landscape, is seen as so vital as to be worth almost any price.