Looking clever isn’t being clever; reading isn’t just absorbing, but being absorbed and coming out the other side; publishing must make a judgment about what is good but leave the reader to find a proof.

Publishing, like steak, done to a point, just enough, but not overcooked: the alternatives are bloody or burnt.  And for those who want another diet, everything is possible, nutritious or not, varied or not, local or not, organic or not, GM or not, fattening, thinning, low salt, hi-fibre, sugar or gluten free.  Publishing can cook to order, but not always to everyone’s liking.

For readers, like diners, have different tastes at different times, at everyday or special occasions, in a hurry or taking time.