These days, it seems, every wedding has to be a fairy tale; every book a best-selling tour de force; and every glass of beer a ten-out-often life-changing experience.
This is another example of the inflation of expectation that has taken place in the last fifty years: what early beer consumer campaigners wanted was a ‘decent pint’, i.e. one that wasn’t ‘lousy’. That’s a pretty modest demand.
You might say it shows a lack of ambition – why aim for merely ‘decent’? What’s the point, when you could reach for the sky, chase your dreams, be all you can be, and so on?
Without highs and lows, on a diet of constant mind-blowing brilliance, it’s easy to lose perspective, and for a beer which is truly excellent by any objective standard to elicit from jaded palates only that monosyllabic response which sums up the age: ‘Meh.’