Paz (whoever they really were) appeared full of ebullience about how the new Ideal World was doing. Then again, if they were actually somebody working for the channel, in the know, they are hardly going to come on and say that things are anything other than doing brilliantly. On now, a fleece for £20. Free delivery, so that cost has to be met, plus Mason’s fee, the studio and gallery staff, the call centre fees, website costs, packing, buying the product and much more I’ve missed, I’m sure. You assume they paid half of what they are selling it for, or less. It all depends on how many they sell. We are never going to do anything other than speculate upon that. A few hundred, a few thousand, 20? Regardless, you fail to see the long-term future for this kind of selling. Focusing now on the over 50s, 60s and 70s and beyond, non-Internet savvie, Wheeltappers humour embracing, customer base who in a couple of decades will be dead and gone. Young people just don’t shop this way and never will do. To survive, this channel and others will need to radically change their selling approach at some point.