The company grew steadily, opening three more stores in the City before venturing further afield.

The literature on this subject in the medical journals has been growing steadily, but in the last two or three years it has suddenly erupted.

And it is expected to grow steadily over the next couple of years, comfortably outpacing the likes of Germany.

But, with blanket publicity guaranteed, the number of those purporting to represent the men has grown steadily.