Insurers and brokers stampeded (electronically) in response to Backchat's offer of True Hero, the book about the man who invented the modern fire brigade. His favourite, if a bit harsh, comment came from a woman at NIG. “My husband is one of the sad people who collect firemarks, so I am sure he would appreciate the book,” she said.

But the first reply in was the lightning-paced Sean Jones of the Broker Network, who will have an enjoyable read over Christmas.