Idle Eye 75 : The Cost Company

So anyway, Nibs and I are burning down the M4 at 121mph (on the way back from yet another trip to Wales), when he drops it in that we have to make a slight detour. Oh no, I’m thinking, is it a special lady friend? Or perhaps the steed needs a quick pit stop? Either of which will add a significant portion of gooseberry to my day. But, as it turns out, it was neither. As we approached Reading, the car re-orbited and we snaked our way through faceless, municipal landscaped roundabouts and grounded ourselves at the trolley park of what appeared to be yet another temple of worship to consumer greed. Every hackle that hadn’t already been irreversibly müllered by alcohol immediately rose up, but my fears were shortly to be assuaged: This was different. This was the future.

Have you ever been to one of these places? These vast cathedrals of corrugated aluminium that house your every culinary peccadillo and a few more besides? And for stupid money, as long as you’ve got an outhouse or live inside an Escher print? Well neither had I, but the minute I walked through the door they had me by the balls. For a start, right there in the foyer, they had delicious Apple stuff which had me salivating like a Cupertino campus nerd, but then as we crossed into widescreen an astonishing array of palleted goods, piled as high as the eye can feasibly take in, burst into ocular wonder. Over there on the left were thousands of discounted cases of NZ Marlborough Pinot Noir, and yet there on the right were more triple packs of Calvin Klein underpants than you could shake a stick at.

But this was just for starters: Mountains of Haribo, rivers of tequila and more snout than Strangeways all beckoned with their irresistible charms. And, in case you weren’t yet up to speed, helpful smiley staff clad in red and white were all there to assist with their immaculate speed-of-light timing of which I took full advantage:

‘Hello, could you help? I’m trying to figure out the sheet 2 wipe ratio saving I could make from your Syrian Red Cross Convenience industrial strength loo rolls?’

‘Certainly, Sir! Our statistics, based on an amalgam of the global meridian and the sheet 2 wipe average in your area suggest that you’ll be making a saving of approximately 7.2 pence per go. You have a nice day now.’

These guys were so on it I nearly wept. And, as Nibs and I swept through checkout, laden with a cargo utterly denied to those outside the club, I felt it necessary to fall to my knees and beg my own brother to sign me up. Which, bless him, he did, after making me watch him consume a hot dog and a litre of fizzy pop at £1.45 from the in-store café. Vile but necessary, as them French Resistance chicks would have said.

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