A press release from Jamie Oliver's (or possibly Sainsbury's) people dropped in my inbox to announce that Jamie would be fronting a new 'Feed your Family for a Fiver' drive. He's a good bloke, Jamie, but you have to admit it's a bit ironic being paid 1 or 2 million pounds, whatever it is by Sainsbury's, to tell us how to survive on a shoestring.
And Sainsbury's could presumably have lowered their prices at any time to help the cash-strapped families they're suddenly so concerned about. As I point out on my student website beyondbakedbeans today, take a look at some of the other prices they're charging for fresh ingredients. 99p for a cucumber! You have to be joking.
So on the one hand we have one millionaire celebrity chef (Jamie) telling us to tighten our belts while another (Delia) tells us to go out and spend, spend, spend to save time. It's a bit like Labour turning out to be the party of big business and the Tories turning all touchy-feely and green.
It's a topsy-turvy world we live in.