Today's secondary pupils appear to be all too aware of the power of the consumer. One S2 class had been invited to meet Theresa Breslin, the Scottish author whose latest tome, The Divided City, examines sectarianism through the eyes of two boys, one a Celtic fan, the other a Rangers follower.
One boy asked Breslin if she would tell them the outcome of the fictitious Old Firm match featured in her book. Gently, but firmly, she resisted his requests, saying he would have to read the book himself.
"But miss, you've got to tell me whether it's Celtic or Rangers that wins.
If I don't know, I cannae buy the book."