I always find this branding really strange. It sounds so uncool, you imagine that it actually must be really cool, and that George is really Giorgio from Milan or Jorge from New York, and is so internationally famous he only has to use a single name.

But then you realise it's actually Asda (i.e. Walmart these days, right?) and is every bit as uncool as you initially thought.

I don't know why they would want to end up at the bottom of that mental trajectory.

They should maybe revert to 'Associated Dairies' for full post-modern ironic cheesiness.