Look at him go. He's a quality striker. No, not him. The electrician fixing those lights.

Wow. Is he? Yes, he uses QuickBooks to prepare for self-assessment. This is truly game-changing.

Use QuickBooks year round to ensure your income tax return is shock-free. That's how you business

differently. Into its QuickBooks. Good morning. It's four minutes ten, and you are listening to James O'Brien on LBC,

where we will turn our attention shortly to the, I think, pretty impressive so far,

attempts by the media regulator offcom to actually keep young people safe online,

new rules aiming to curb those harmful algorithms.

And then, now I want to talk about something

that you will almost certainly either roll your eyes at

or go, oh, come off it.

But there's a story around, in fact, I'm going to tease you a bit

before I tell you what it is. There's a story around, in fact, I'm going to tease you a bit before I tell you what it is.

There's a story around today getting a lot of coverage, not just on LBC, but on other radio stations as well, and television stations. In fact, it may have got more coverage on the BBC than it did here.

And it is a story that will affect almost nobody in this country.

It will affect almost nobody currently listening to this program.

And yet, were you to measure its importance simply by scale of coverage,

amount of time dedicated to it, amount of headlines generated by it,

both in the print and the broadcast media,

you could be forgiven for thinking that it is a story of epic import. Can you say import like that? Or do you have to

stick an ins on the end? Is it best to stick an ins on the end? I think in the 19th century they

would have said import. But things like that make me sound quite pompous sometimes, don't they? Don't, don't say sometimes in that, in that tone of voice,

please. Okay, I'll say that again. You could be forgiven for thinking that it was a story of epic import,

...