Rory Sutherland

No, no, no.

But I mean, you've got to be 59 to notice this.

A lot of it happens over quite a long time, Frank.

It's been a search.

I've got a theory that all British men would wear shorts all the time if it weren't for social pressure.

I also think, for example...

Okay, here's an interesting one.

I don't know if you're into perineal sunning.

What is this?

It's a Buddhist practice where you basically expose your perineum to direct sunlight.

I think that a fairly large proportion of the population are...

by naturists to an extent, by which I don't mean wandering around the streets with their schlongs out.

But I mean that on a beach, in a field, in sunny weather, in some sort of privacy, they would like to wander around with no clothes on because it's good for you.

It exposes your whole body to sunlight.

You get a lot of vitamin D. It's generally healthful.

And my argument about sunbathing is evolution made it pretty enjoyable.

Maybe it's not all bad.

And there are some schools of thought in dermatology, which made a case that actually weirdly, although it enhances the risk of skin cancer, it improves cardiovascular health.

So there was a study actually among Swedes where there was a higher instance of skin cancer among Swedish sunbed addicts, but they actually had a higher life expectancy, which they didn't expect.

So quite often, you see, what we do is we measure the narrow effect of a behavior, but not the broader effect.