Andy Bond's ambitions know no bounds. Even black truffles, until now the preserve of foodie elitists, are to get the Asda treatment. The rare fungus, which usually sells for between £140 and £420 per kilo, will become the dinnertime staple of "mums, miners and milkmen", thanks to a planting programme in West Yorkshire.

Perhaps the chief exec is trying to appeal to the tastes of his new customer set? According to Asda, it now has 5% more AB demographic shoppers than it did two years ago. Apparently toffs love value, too. But did Bond ever stop to think what will happen once he has found a way to successfully mass-produce every last bastion of luxury and indulgence? What will ordinary people aspire to if they can afford a bottle of bubbly to accompany every meal? What will we buy when we really want to celebrate or show someone special how much we care if everything is available at bargain-basement prices?

As Bond himself said of Asda's £35 tuxedo: "At that price, you wouldn't even bother having it dry cleaned."