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Norwich Union (NU) PR supremo David Ross recently regaled Polly over lunch with his "insurance is like a piece of cheese analogy". Bemoaning the commodisation of the market, Mr Ross pointed out that customers do not go to the cheese counter in their supermarket and opt for the mankiest, cheapest lump of cheddar available to them - "unless, of course, they are just using the cheese to make a cheese toastie". No, they tend to opt for quality - a high net worth cheese boasting good taste and

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