Spiked authors believe that PC is driven by a loathing for ordinary people. According to spiked, PC brigadiers view ordinary folks as extremely impressionable, easily excitable, and full of latent resentment. Exposure to the wrong opinions, even isolated words, could immediately awaken the lynch mob. PC, then, is about protecting ‘the vulnerable’ from the nasty tendencies of the majority population.

But if PC was not really about protecting anyone, and really all about expressing one’s own moral superiority, PC credentials would be akin to what economists call a ‘positional good’.

A positional good is a good that people acquire to signalise where they stand in a social hierarchy; it is acquired in order to set oneself apart from others. Positional goods therefore have a peculiar property: the utility their consumers derive from them is inversely related to the number of people who can access them.

Positionality is not a property of the good itself, it is a matter of the consumer’s motivations. I may buy an exquisite variety of wine because I genuinely enjoy the taste, or acquire a degree from a reputable university because I genuinely appreciate what that university has to offer. But my motivation could also be to set myself apart from others, to present myself as more sophisticated or smarter. From merely observing that I consume the product, you could not tell my motivation. But you could tell it by observing how I respond once other people start drinking the same wine, or attending the same university.