This band behind me'll tell you that that trophy means more to me than owt else in the whole world. But they'd be wrong! Truth is, I THOUGHT it mattered. I thought that MUSIC mattered. But does it bollocks? Not compared to how people matter. Us winning this trophy won't mean bugger-all to most people. But us refusing it – like what we're going to do now – well, then it becomes news, doesn't it?

… and that's the point really isn't it ?

(The quote comes from the movie 'Brassed Off' … I have just been reminded of the sentiment in this sales conference.)