Property spinners are notorious for weasling meaningless quotes into press releases which usually offer such radical insights as someone being "delighted" to have been instructed to sell a building. It is a minor annoyance but one they often get away with given the desire to report at least something from the horse's mouth.
But diary took exception to one release in particular this week which offered no less than 13 "insightful" comments on just how exciting a missive it was.
So hats off to the Southbank centre for really pushing the boat out and making sure no one could be in any doubt of the truly delighting news that it had unveiled plans for an overhaul.
As well as hearing that London Mayor Boris Johnson was "delighted" at the plans, journalists were offered the views of:
Alan Bishop, Chief Executive of Southbank Centre
Jude Kelly, Artistic Director of Southbank Centre
Peter Clegg, Feilden Clegg Bradley Studios
Alan Davey, Arts Council England's Chief Executive
Rick Mather, Southbank Centre's Masterplan Architect
Lib Peck, Leader of the Lambeth Council
Kate Hoey, MP for Vauxhall
Valerie Shawcross AM, London Assembly Member, Lambeth & Southwark
Simon Hickman, Inspector of Historic Buildings and Areas at English Heritage
Paul Finch, Chair, Design Council Cabe
Graham Morrison, Partner of Allies and Morrison Architects
Dennis Crompton, one of the original architects involved in the design of the Hayward Gallery