Oh dear. The elevator test.

So you're in this lift, OK? And you get to explain everything before it reaches the top floor. And because this is one of those ideas from the States, they obviously call it "elevator" instead of "lift". But there's one other crucial difference between Dublin and New York: in New York they've got cars big as bars, they've got rivers of gold and, well, their lifts go much further than the fourth floor. They have skyscrapers. So their elevator pitches can be much longer than ours - but it's all swings and roundabouts because we talk much faster in Ireland anyway.