Companies must work together, and stop focusing on negative campaigning, and highlight that fuel cells represent a technology on a spectrum of solutions.

FORBES: Fuel Cell Industry Faces a Precipice

Also striking was an altogether more personal choice - to stop sounding like the man from Notting Hill - modern, liberal and metropolitan - and instead to highlight the values of a boy from Berkshire who believes in hard work, aspiration and in spreading the privilege which his upbringing gave him.

BBC: Who won the battle of values?