!Whatthefuck?

Occasionally, we're all faced with periods of introspection. Our lives seem worthless, our activities pointless, our presence a drag on our families, friends and colleagues.

I have the solution. Whenever you have a self-esteem crisis, open the website of !Whatif? They're an 'innovations' company. I've read their site and still don't know what they actually do (or even how to pronounce it). I have divined that they wear zany facial hair, combats, and revere Nathan Barley as some kind of god. They charge companies big fees for sounding like they know what's hip - that's as close as I can get. Their name makes me scream with impotent fury. It encapsulates a mindless kind of trendiness, covers utter intellectual bankruptcy. This is what we've done to this country. Honest people making things have been sacked. Bullshitters with no regard for the decencies of grammar run the world. How I hope the recession sends them back to the fields (or as in The Hitchhiker's Guide to the Galaxy, perhaps they'll be on the first ship to a new planet. We'll follow you, honestly).

There does seem to be a total loss of confidence in company names now too. British Telecom is now officially BP. Vesper Thorneycroft is now VT. The BBC's privatised engineering wing is Red Bee. British Airways is BA. British Petroleum is now BP. West Brom's failed art-gallery-and-whatever is 'The Public' and on and on - what's wrong with a name which says who you are, or what you do? Especially for the shameful industries - BAe (formerly British Aerospace) should be Shiny Weapons of Mass Destruction No Questions Asked, Bribes Available.