This is LBC from Global, leading Britain's conversation with James O'Brien.

It's three minutes after ten, and you are listening to James O'Brien on LBC.

Why the pause in my voice at the beginning of the programme this morning?

Well, I shall tell you, because I always enjoy these pulling back the curtain moments.

Do not ignore the old man behind the curtain.

I'm toying with the idea of introducing a phoning conversation about satellite members of the royal family using their status to trouser large checks in return for helping to sell milk to China.

This is not satire.

I'm toying me the idea of beginning this inquiry by quoting a Nazi.

It's Godwin's law, isn't it? Something like that. But I've been thinking about it a lot lately. I can't come on the radio every morning. You know this. Hello, by the way. I hope you had a lovely Tuesday. I can't come on the radio every morning and try and launch some sort of philosophical treatise on the question of why we care about some stories and don't care about others.

Not least because a large part of my job is supposed to be to second guess what you will care about.

Obviously, one is aided in that mission by the newspapers and social media and by listening to Nick Ferrari and adopting the opposite position to whatever he did.

A couple of that has to go on the radio.

But I am fascinated by, why do you care about this but you don't care about that?

You know, why do you care about a certain type of behavior?

But on a Monday, when person X does it, but on a Friday, when person Y does an identical thing, you don't care at all.

It's like the sort of weaponisation of double standards.

But this is more interesting, because this is just an illustration of the fact that we, not you, I'm not sitting in sententious scrutiny of anybody else,

I'm guilty of this as well. In fact, I'm probably more guilty of it than you are,

which I hadn't realized until one and a half seconds ago,

they tell us what we care about,

and we generally fall for it.

So here's the extreme example from Herman Guring.

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