In PR the distance between a u-turn and a 'strategic repositioning in the market' is best measured by champagne; the more you want to separate the two, the more you pour.

So when Peter Wood announced a shake-up of Esure's image and underwriting criteria he did so with pomp, ceremony and many corks.

The animated mouse could well be a winner (pun very much intended), and axing restrictive underwriting criteria seems logical, but Backchat knows a volte-face when it sees one.

So, congratulations to Esure - the company is finally going toe-to-toe with Direct Line, which should at least create a few fireworks.