Not just because of the designs, which are fabulous, or the ideas, stories and information, or even the associations and memories. But because of the vision. The idea that the provider – even a profit-making publisher – can decide to give people more than they know they want. Imagine that principle applied today by people who convey knowledge. In news giving, for instance, We could have news presenters who talk to us because they want us to know things they believe to be important. Who have a passion to inform and educate, who want to get underneath the stories, to understand them and to share that understanding – because they believe that it is important that people understand. That is the Penguin principle.