> We tested Lydon against a bunch of other people, and he came out top among Britain's housewives because they felt he was so uncompromising, he'd never just do an ad for the money - he'd only do it if he genuinely believed what he was saying.

> In other words, he was the best person to do what we were paying him to do, because he would never do what we were paying him to do, so if he did that, it's OK.