The rise of Vinyl sales in the face of streaming, 35mm photography making a comeback and retrogaming consoles becoming luxury items cannot be understated.

Adrien, all you have said might well come to pass. But I know that brands that people latch onto prize authenticity above all else, that VR sales tanked just as the pubs all reopened and that social media is down but the number of coffee shops in my neighbourhood is up.

I live in hope.