‘Frames make things important: they say look at this.’
– Derren Brown, A Book of Secrets
A few years ago, I was staying in a bed and breakfast in the west country. I had a full English breakfast which was delicious — apart from the bacon which had a strong, overpowering taste. I thought – that’s what happens when you buy very cheap bacon. When the landlady came to take away my plate, she said, ‘Didn’t you like the bacon?’ Being English, I just smiled and shrugged, apologized and said it wasn’t quite to my taste. She said that was...