With personalisation upon us, we’re hearing more about the benefits of the choice it brings. “Choice” is a great word for politicians. “Fair” is another one. “We’re giving you choice” or “a fairer system” may sound great, but because they mean different things to different people, political spin doctors rely on people interpreting them in their own way and then thinking that they’re getting something better. But precisely because these words mean different things to different people, they become meaningless.
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