It is said to have been the Twitter account of Waterstones, Oxford St who suggested that the festival of sporting competition that will shortly be taking place in an unnamed city forty miles south of Husborne Crawley and forty south-east of Oxford be referred to as "#Voldesport" - the event that cannot be named.
It's a strange thing that we are holding an event that we should be proud of, but in the United Kingdom it is associated with expensive (non-British) beer; inefficiency in the recruitment of security staff and heavy-handed treatment of boys on bikes. Frankly all we need now is for Boris Johnson, armed with a few dozen red roses, to find himself on the loose, late at night, in the women's section of the Olympic Village. The whole shambles would then be complete.
What seems to irk most is heavy-handed brand protection. At one point the site tells us they don't mind planting schemes using colours such as red, blue or white seem to imply that they could object to our use of colours if they felt like it - do they really think they might have control over the colour red if they so chose? Well, whatever brand it is, it's taking quite a battering. I'm glad the Beaker Folk haven't chosen to sponsor it. Where's Harry Potter when you need him?