But there is a serious point here. With Sagazone, it is a classic case of brand management with a sprinkling of brand extension thrown in. By going online and engaging with those in their market who are more IT savvy (and yes you are right Jon, there are lots of them about), Saga are using their marketing budget to refine and future-proof their offering. By developing this social media network for their brand domain, they can further segment their market to understand the needs and opportunities for a perhaps more affluent part of their customer base.

This isn’t about bringing a new technology to those who don’t have access to it- there’s no philanthropy here. This is about packaging an existing network in a way that a consumer group will find reassuring and relevant – just as you might choose Lavender Eau de Toilette over J:Lo’s Glow, the consumer feels they have a choice about where they log on and who they talk to.

Is it all marketing smoke and mirrors? On one level: hell, yes. They will be flogging all Saga-related products whenever or wherever appropriate, I’m sure. The difference will be in how they engage with this fledgling community. This as an invaluable way to watch and listen to that most precious of things: unmoderated consumer feedback.