The summer school where Sue Blackmore gave that talk is called Oxford Royale Academy. Yes really – with the e on the end of Royal. Maybe you’re not allowed to call your consumer item “royal” unless you have permission from a royal? So you call it Royale instead? But the trouble is then it sounds like ice cream.

You probably shouldn’t be allowed to call it Oxford either, because it’s misleading, but there you go. My uncle put the Gallup Poll in Princeton to get the appearance of academic credibility. It’s what people do. He called it The American Institute for Public Opinion for the same reason. Templeton puts “Institutes” and “Academies” in Oxford and Cambridge for the same reason. It’s a widespread wheeze. It’s a wonder Oxford and Cambridge aren’t so full of shady “Institutes” there’s no room left for the universities.

Anyway, here’s its blurb about itself. I find it rather…icky.

About our Oxford Summer School

Welcome to ORA, the award-winning Oxford Summer School! A recipient of the Queen’s Award for Enterprise, fully accredited by the British Council, every year ORA welcomes students from 90+ nations to its world-class summer enrichment programs, which offer unparalleled opportunities to learn, make friends and get ahead in life. The exciting coach excursions, exceptional teaching faculty and access to Oxford University colleges have made it one of the most sought-after teen summer camps in the world. Spaces are filling up fast — browse our 2015 summer courses and secure your place today!

With ORA you can: Learn English in Oxford | Gain an academic edge over your peers | Enjoy the summer in Oxford’s idyllic surroundings | Make friends from all over the world.

Notice that at the top it’s an academy but in the blurb it’s a summer camp?