Actually, they were renamed after a management buyout, with Richard Branson once again selling out just months before it became clear to everyone that buying trends had changed – he pulled the same stunt when he sold the Virgin record label, getting out by the skin of his teeth before it became clear that the music industry was going to be irrevocably changed by this strange Internet thingy.

The megastore managers probably felt they were going up in the world and paid a fancy agency to come up with the rebranding. They somehow ended up with a forgettable name for which they, a retailer, didn’t even own the .COM – this was in late 2007, by which time you’d have thought the Internet would be on their radar.

They’re now being pushed out of business as a knock-on effect of the Woolworths debacle.