The great American adman Leo Burnett (he of the red apples in reception)  memorably defined advertising as saying to people, ‘Here’s what we’ve got. Here’s what it will do for you. Here’s how to get it.’

This is a lesson conned by every marketing student since Leo first formulated the thought.

But now this tripod trope has evolved into a biped.

Advertising now is only about ‘Here’s what we’ve got. Here’s what it will do for you.’ People no longer have to be told how to get it.

We got it. We have credit cards, broadband, Google and Amazon. We all get it.