Freud taught us that it wasn't God that imposed judgment on us and made us feel guilty when we stepped out of line. Instead, it was the superego - that idealized concept of what a good person is supposed to be and do - given to us by our parents, that condemned us for what had been hitherto regarded as ungodly behavior.
In the old days we were the challenger brand competing against the big banks, but today I go round the world and I sit with governors of central banks and finance ministers and, in some cases, prime ministers. They all know Travelex. We are regarded as the establishment - the world's largest retailer of foreign currency.