These are the products that tend to hide their light under a bushel. They're there, on site, and you'll find them if you look for them, but they're shy. They know they're good, but they don't like to shout about it. So we've decided to haul them bodily into the spotlight, on show for all to see. They didn't like it; they whimpered and began sentences they didn't finish - 'Well, really...' and 'I don't think there's any call to...' But it was no good. We had to be cruel to be kind.