How the years fly - a fact highlighted by Asda last week.
The Leeds gang celebrated winning the title of Britain's cheapest supermarket for 10 years on the trot with a series of ads in the nationals depicting front covers from the past decade - with each ad tailored to the paper it appeared in.
Bogof was interested to note the difference in tone between the papers.
In 2004, for example, the Independent was asking us whether the Hutton Report was a whitewash.
The Times said the rail watchdog was looking into "phantom cheap ticket deals".
While over at the Daily Star, hacks were telling us about Jordan's "3-in-bed sex romps".
Now that's what I call cheap.