By far Mr. Jago's biggest sellers are generic Australian red and white wines, New Zealand Sauvignon Blanc and Pinot Grigio, an inoffensive white that Tesco sells more than 27 million bottles of a year.
With the new emphasis on more casual games, some of the most popular titles involve inoffensive pastimes such as constructing electronic cities, completing abstract logic puzzles or managing a virtual football team.
But it was the intent of "purposely violating" the dignity of an individual by acting in a "hostile and intimidating manner towards them" that set racism apart from inoffensive banter.
Yet he has parlayed the art of being inoffensive--as well as considerable business smarts and superhuman drive--into 35 hours of weekly airtime and a Rolodex the envy of TMZ.