And that is the world we live in. While writing this, I was reminded of an advertisement in which a man was hiking or perhaps climbing a mountain and shouted for help from a rock. What did she do? She shouted: 'Hang on a minute,' took out her phone and filmed it. And of course, it was posted online. I believe there was even a follow-up advertisement. No idea which company it was for, by the way, because these kinds of adverts attract more attention than the name of the company. And of course everyone laughs about it, but imagine you're hanging there, or in dire straits, and then this happens. The fact that we laugh about it has been the case for a while now and it's very recognisable, but it's also the sad truth. You can't count on help. We are even told that you should never call for help, but for fire, because then people will come!