But it’s not just the politicians’ daddish dogmas that stick in the craw. There are countless websites and social media platforms designed to get manboobs oozing with milky kindness. They are patronising in the extreme and unimaginatively homogeneous, feigning a putative emotional maturity when all they really want is hits and ads for dad-friendly products. Much of the marketing guff comes from the US; for a crude fix of the weird mix of self-analysis and self-regard that characterises modern fathering, take a look at the American documentary The Evolution of Dad (above), in which “experts” and “real dads” talk openly and feelingly about “fighting” to be good dads, generous with their hitherto repressed tenderness and setting aside lots of talky-talky time for their tiny little tot.