“Random seat? You’ll lose the window.” “The flight costs €15, we’re not going to give you a foot massage.” “You paid for a seat, not a throne.” Ryanair’s official Spanish account on X has posted messages like these over the past month. Far from causing outrage, they have become almost routine. The Irish low-cost carrier has long embraced an acidic, at times offensive, communication style. But it is not alone. Other brands such as U.S. burger chain Wendy’s or even language learning app Duolingo show that provocation has become a marketing lingua franca.

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The people have spoken. The United Kingdom has a new ambassador. Her debut party took place this past April at that great hub of cultural diplomacy known as Coachella. At the most popular festival in the United States, PinkPantheress displayed the improbable mix of quirks that, at just 25, has made her the most unmistakably British star of her generation — from her fixation with tartan prints (which she wears even on her lips) to the hyper‑accelerated pulse of viral tracks like Ilegal and, of course, the cool precision of a chess player’s mind inherited from a family full of champions.

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