The article provides an illuminating insight into Cook's sad, geekish existence. We learn that the reformed tubster (he weighed 16 stone until he bought a machine called the Life Fitness Elliptical Trainer) is such a music dork that he's filled two iPods with music. "This is my second one - I ran out of space on the first one so had to get the bigger version," he says.
But how does a man who should be running an ad agency find hundreds of hours to download music on to his iPod? Easy: by resorting to the Victorian practice of child labour. "I paid my kids extra pocket money do it for me," he boasts.