The latest thing, (and I realise this may well be old news to you hip, swinging cyberpunks out there ) is that “over the air” malarkey. It’s already big news in some Asian markets and the basic gist of it is this.

In the very near future we won’t really need all the credit cards we have now, (of course a great many people will still want them. Nothing says so much about you as slapping your Amex Centurion card on the marble effect bar and saying “keep ‘em coming”), we’ll be carrying out all our transactions with our mobile phones.

All our bank details, our credit worthiness, our medical records and possibly even sexual preferences will be stored in a teeny weeny chip inside our phone. We wont even need to key in any old-fashioned PIN numbers, (and there’s a funny thing, PIN stands for “Personal Information Number”. So every time you get asked for your PIN number you’re being asked for your “PIN number number”), We’ll simply choose an item to buy, wave our phones at a compatible Pay point and the sale will be made.

This of course gives an old technophobe like me great cause for concern.

What happens if I’m taking a short cut through the lingerie department of Debenhams, (it could happen), and I inadvertently switch my phone on as I brush past a rack of brief ‘n’ bra combos? Next thing I know, I could have a selection of ladies’ undergarments delivered to my home causing no end of consternation and awkward questions.

And another thing, I don’t want to be calling British Rail Enquiries to check my train’s progress, only to find that I’ve pressed the wrong button and have purchased the Manchester to London Pendalino. For one thing I’ve got nowhere to put it, for another I just don’t want the responsibility.

I’m sure all of these potential problems will be ironed out by the time we get to use the technology but I implore you to be on your guard when that day arrives.

Remember, when you’re phoning for the latest movie screening times you’re only one digit away from buying a Multiplex. And you’ll never get that home on the bus.

The site went through a great many changes to arrive at the finished product. There’s a lot to consider. Does it all work? Will people take the time to read it? Will they click in the right places? Will they go from homepage to sign up in a few fluid moves?

Inevitably compromises are made and inevitably copywriters get upset. Well, this one does anyway.

Because, while I love the site, it’s design and it’s execution, I loved the earlier versions more. They had more words you see. Clever words, warm fuzzy words, “come in and get to know us” words and snappy little lines that showed how clever I am.

However, as a professional, ( please stop sniggering at the back ), I’m used to this. I shall gather up all those clever words, dust them down and put them back in my bag for the next job. And when that job goes to press or appears on the screen I’ll gather them up, dust them down and put them back in my bag again. That’s how it is for us poor, misunderstood copywriters.

Compromises and sour grapes aside though, I think it’s a great site and it was a pleasure to work with Stiff Rowlands, Phil Thompson and, perhaps most of all Gary. It’s not every client that lets you have a good old gripe on their own blog you know…