Now, here's an odd one. Who'd have thought the austere Financial Times would encourage readers to crack its paywall by answering a question about men's underwear?

It asked 'which men's underwear brands are you aware of?' then allowed those who responded to read one full article. The survey gathered data about the FT's audience and a footnote said the publication was being paid to run it.

What was a bit sad was the very limited list of brands suggested – just six. There are dozens of brilliant brands of male underpants out there. DGU stocks lots of them.