“It all started when I logged on to the Channel 4 website from the offices of the company I worked for in the City,” he writes in his book.

“The reason I was connecting to the internet instead of endeavouring to make my company more money is because I was so bored working there. You see, I was a Lloyd's insurance broker – no, don't nod off, it gets better – the job was so tedious I was thinking of packing it all in and going off on a trip to Australia.”