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The technological changes that have occurred in the past decade have, from an economic perspective, increased at virtually no cost the efficiency of household production. Trying to account for this kind of development is the considerable challenge being undertaken by Sir Charles Bean's review of the UK's national statistics.
Always ask of data “what is the question to which this number is the answer?”. “Earnings before interest, tax, depreciation and amortisation on a like-for-like basis before allowance for exceptional restructuring costs” is the answer to the question “what is the highest profit number we can present without attracting flat disbelief?”.