He took a deep breath in as the doors opened. It wasn’t the gently encouraging signage that appeared as he passed, or the patronising, approving messages that appeared on his trolley when he chose the ‘right’ things. He didn’t even mind the way the prices changed under the words: “This week you lost five pounds and now you’ve saved two. Every little helps”. What he hated were the non-food aisles: the clothes rail that cheerily talked of the power of stripes to shape perceptions; and the personal care aisle on Valentines day, well! He’d have sighed but cameras were watching.