Insurance is a competitive business where every company is looking for that little advantage to put it ahead of the posse. Little wonder then that Hibernian Group's testing of the waters on a proposal to introduce lifestyle techniques into the assessment of insurance premiums for motor owners disappeared faster than a reduction in premiums when it drew an outraged response from Joe Public.

No one wants unprofitable business and it might well be that overstretched and over-stressed young couples might not be as secure a bet for profitability as rich young things in their luxury motors, but telling the world that you intend to penalise people who are already under the cosh is hardly the way to polish an image that boasts: "You're Safe in the Hands of Hibernian".