London's Evening Standard is turning itself into a pretzel trying to persuade its readers that becoming a free-sheet is a good thing.
In a slightly desperate page 2 panel today, its first free day, a variety of public figures are asked what free things in life they love the most.
Nigella Lawson's contribution is awesome. "Free speech, free time, free Evening Standard. Fabulous."
Goodness. I am fanning myself. She must have spent, ooh, at least five whole seconds thinking that up. And they say an Oxford education is never wasted.