'Best Value'. Somebody somewhere, well away from the action, decided that this banal phrase, implying its opposite, was sexy. Best Value, with the smack of Councillor Roberts's corner-shop in Grantham, the abiding myth of Thatcherism, has been dusted down and used in every PR puff of the New Labour era. Best Value. Best buy. Making the best of it. Look on the bright side. Spin doctors, post-literate and self-deceiving, had no use for subtlety. Best Value. They hammered the tag into their inelegant, over-designed freebies. These glossy publications, political correctness in all its strident banality, existed to sell the lie. Best Value.

LRB 27 June 2002 | PDF Download