Thus the Financial Times today. “In diplomacy, in business communications, and in defensive PR, being funny is hugely valuable,” explains the newspaper. Splendid. But why are the title and byline of this article so dreary? Besides, what the hell stands behind “defensive public relations”? If it is not about the spat between Kiev and Moscow, is it worth mentioning in the byline? To show my dismay with the newspaper, I skipped the article entirely. As for the title and the byline, the message is so obvious that not even humor worthy of praise would help it come across as anything but deadly boring. The only trouble with being funny is that it is a knack that does not come to many, not even the journalists writing for topmost newspapers. Whence its value, it goes without saying. As anything deemed valuable, it is scarce.