Hats off once again to the legions of PR flunkies doing a gallant job.

Among the arrivals in Blogof's inbox this week was the steaming-hot news release from a dairy company about its latest major capture, which omitted both his job title and, even more impressively, his surname. Good luck in the new job, Ben. You may need it.

Topping that, a desserts company this week furiously demanded a correction to a story in which the word dessert was spelled with a double 's' in it. We couldn't spot the 'typo' either.