Goodluckifyageddit
Registered Shopper
Though from the comments in this interview with the Metro from 2009 it sounds like an exercise in getting back at old colleagues at his previous employers. It's funny that despite mentioning how wonderful and professional it was "when I was at the BBC" many a time when he was at Bid, he comes across as a bit of a bitter old queen when talking about his time there in this interview.
http://metro.co.uk/2009/10/27/peter-simon-637122/
http://metro.co.uk/2009/10/27/peter-simon-637122/