IN TYPICAL headline-grabbing mode, the Grin’s financial services arm, Virgin Direct, has upset the City establishment with its ad comparisons, branding 24 PEP rivals as 'superdogs' and accusing them of failing to give value in the short, medium or long term. This attack, unprecedented in the [one-time] gentlemanly fund management industry, has caused outrage and Virgin stands accused of 'bringing the fund management industry into disrepute' [an end which the industry itself has achieved quite nicely, without any help from the Grin.]