Forty-two year old John Coleman described his jubilation last night after a member of staff at the Virgin Active gym that he has been attending for the last six years said hello to him. ‘This is the happiest day of my life,’ said Coleman punching the air. ‘When I first came in to sign up for my membership, the lady I saw was very friendly and answered all my questions. But the next time I saw her I smiled at her and she looked straight through me. Every time I went in there after that, every employee I passed avoided eye contact’. The slightly balding Mr Coleman became convinced that he must have broken some mysterious rule of etiquette but could think of no deed he might have committed that would lead to his social exclusion.

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