It's no secret that the world is really one big Spin Unit
According to the men from Cambridge Analytica, their job is to work on the darker emotions of people, to "drop the bucket further down the well than anyone else, to understand what really are those deep-seated underlying fears, concerns".
Dropping the bucket further down the well than anyone else... down, down, deeper and down. Because "it's no good fighting an election campaign on the facts... it's all about emotion. It's all about emotion".
Having had several of these encounters filmed secretly by Channel 4 News, having passed on these horrible little secrets of the game of politics, the men from Cambridge Analytica then had to listen to gasps of disapproval from some of the delicate souls who know that game.