Here’s how to alienate a large portion of possible content sources in one go: compare your product to their greatest fear. Perhaps Oyster didn’t call themselves the ‘Spotify for books’ in their pitch to publishers – I wasn’t at Frankfurt – but it’s certainly how they’ve been branded in the aftermath. And it doesn’t, as far as I can see, do them any favours.

In a move that will either be hailed as bringing publishing in line with the demands of a perma-streaming society or derided as pandering to a generation increasingly unaccustomed to having to pay for entertainment, Bath company Bardowl has launched a Spotify-style service allowing users to listen to as many audiobooks as they like for a fixed monthly fee of £9.99. Accessed via a free app for iPhone and iPad, subscribers are able to stream any of the company’s library of audiobooks on the go, with unlimited access to all available titles.