After weeks of badgering to find out what Malcolm Walker is getting up to in the heady world of Welsh freezer store retailing, his secretary finally put us out of our misery.
It seems the Iceland founder and former boss ­ who has never before been backward in coming forward ­ just wants to be left alone.
Malcolm's not going to answer your calls, she explained, so you might as well give up. "I'm sorry," she added, "but he's decided it's best to keep his business interests to himself."
Is this the same Malcolm Walker who, in June 2001, was telling any gullible journalist he could find that his new venture would be called Frozen Out, and then got national coverage a month later when he opened a single Cool Trader outlet? Surely not.