Magnum Chocolate on a Stick

I think Magnum have pulled off an absolute genius bit of marketing. I mean, it's absolutely suckered in. Because there's a chocolate on a stick. A pretty intelligent guy in the form of Ben Partridge. There's a sort of gold, golden platinum coloured wrappers. The Willy Wonka touch. When they're frozen, because they're in the freezer and they're cold, the wrappers kind of feel like gold leaf. They just feel like an incredibly expensive deluxe thing. So you do feel you're getting your... You're really spoiling yourself. But really, you're...