With a name like Backchat, Backchat is acutely aware of the ridicule dished out harshly to those poor souls whose only crime is to have a funny name. So Backchat has a particular empathy for anyone called Pratt, particularly when they work in the insurance industry and make even the most basic of errors.

Imagine the scene: Your word processor takes the name or your client from the mail merge system but instead of putting their surname, it puts their qualifications in the field by mistake. The letter then says, “Dear Mr Fcii” and is signed by Mr Pratt.

And the insurer involved? Well, it's come in for so much stick recently that Backchat is starting to feel sorry for it and thinks we should keep the identify of the insurer, entre nous, as they say in France.