Vitality is an attribute normally associated with eating a leading brand of dog food – so End Game has long wondered what possessed a string of GP practices in Birmingham to call themselves “Vitality Partnership”.

There are no dogs to be found on their website though. Overall that’s probably for the best, although we were quite baffled by the imagery they did choose: a guffawing apparently naked young woman thrusting a bright green apple towards you.

Who on earth is she? Eve in the Garden of Eden, tempting us to eat the fruit and gain knowledge of good and evil? Is she attempting to explain how best to keep the doctor away?

Perhaps she’s mocking the sick people of Brum with her youth and joie de pomme.