I hope he won’t mind me spilling the contents of our super high-powered lunch out into the ether, but this cropped up over lunch with Andy Hart.

First question - what is it that the Chemical Brothers actually do when they’re playing live? I mean I think they’re fantastic, but you do wonder if they’ve actually just put a CD on in the background flicked the switch on the light show and they then just bounce up and down and twiddle a few knobs.

In which case - could I start a Chemical Brothers tribute band - called, I don’t know, The Comical Brothers or the Mock Rocking Beats and do exactly the same? In fact - why aren’t there any Chemical Brothers tribute bands? [well, none here, anyway]

Or this being the modern world, perhaps they could set up a franchise operation, where you get the CD, a QuickTime movie of the light show and a few tips on when’s the best time to raise your hands in the air and when to just nod your head holding onto your headphones.

In fact, they could be like Stomp or Cirque du Soleil and there would be dozens of authorised gangs of Chemical Brothers touring at any time.

And yes, now you mention it - I do quite fancy being a fake Chemical Brother as a second career. How hard can it be?

Which reminds me - a few years ago, I was in Skegness and there was a story in the local paper complaining that Skegness had sunk so low in the seaside resort ladder that the only person they could get to switch their Christmas lights on was Mr Blobby.

“Yes,” responded a councillor they asked for a quote, “but he’s the real Mr Blobby”.

So - for one reason or other, I’ve been having a look at some of the things that traditional businesses have said about their digital ambitions, and how they have - or haven’t - panned out.

This from an HMV digital launch in 2005 (.pdf here) is by no means the most preposterous - but you can sort of imagine how much they believed it when they wrote it; and just how completely misguided they were.

Any more examples gratefully received - unless they happen to be from any presentation I’ve given, in which case they were just a bit before their time .

..but I could just about run to the £7.99 for Yael Naim’s eponymous album [iTunes] that features the soundtrack to the ad. And it’s really rather lovely, makes a change from Adele, Duffy etc. Thoroughly recommended.