Postscript to yesterday's events.
Following the announcement by public health minister Jane Ellison that the government is "minded" to introduce plain packaging after a "final short consultation", I spent most of the day doing radio and TV interviews.
They included Five Live, World at One (Radio 4), PM (Radio 4), Sky News, ITV News and the BBC's Six O'Clock News.
Forest's reaction was also featured on news bulletins on these radio stations:
BBC Radio 2, BBC Radio WM, BBC Radio London, BBC Radio Oxford, BBC Radio York, BBC Radio Hereford and Worcester, BBC Radio Kent, BBC Radio Norfolk, BBC Radio Wiltshire, BBC Radio Guernsey and BBC Radio Tees.
The press, for some reason, was far less interested in what we had to say. And BBC News online ignored us completely.
The real story however is what went on behind the scenes. I'd like to tell you but I've no idea. It's a job for an investigative journalist.
What I know is, as soon as Sir Cyril Chantler handed in his report last week, we were on red alert in anticipation of a government statement.
Every day there was a new and different rumour as to when Sir Cyril's report would be published. One source even suggested it would be made public last Friday, within hours of it being handed over.
Friday came and went and surprisingly the report wasn't even leaked to a Sunday newspaper.
After that the rumours flew thick and fast. The Government was going to make a statement on Tuesday. Then it was Thursday.
On Wednesday, shortly before noon, I was told, definitely, that a statement wouldn't happen this week or next. I understand this information came from the Department of Health itself.
Lo and behold, shortly before midnight on Wednesday, I got another phone call. The Government was going to make a statement in the House of Commons at 11.15 the following morning.
Unbelievable.
In fact, sources have since told me the government was still flip-flopping as late as 7.30 yesterday morning.
One minute the statement was off, then it was on again. The picture it created was like a scene from The Thick Of It.
There was even a suggestion the statement was only being made to distract attention from the Maria Miller expenses scandal. If true, Malcolm Tucker would be very proud.
Anyway, we prepared three press releases in response to what we thought the government might announce.
(I should add that at no stage did we think Sir Cyril was going to do anything other than support plain packaging. Regardless of the evidence, a paediatrician was never going to upset the medical establishment by advocating the status quo.)
Statement number one: government would acknowledge Sir Cyril's report and announce further discussions with other interested parties without committing to plain packaging.
Statement number two: government would accept Sir Cyril's report, declare support for plain packaging, but announce further consultation.
Statement number three: government would accept Sir Cyril's report and proceed at full speed with plain packaging.
Without being wise after the event, we guessed correctly that the government would go with statement number two, or something similar.
Statement number one would have been justified but it was unlikely to happen because it would have brought the wrath of the tobacco control industry, including the Labour party, down on government.
It would have been right, and brave, but bravery (or principle) isn't a quality I associate with David Cameron's Conservative party.
So we are where we are. The government has made clear it supports plain packaging but there will be a short delay while it consults further.
I'm sure most readers of this blog are as hacked off about this as I am but this "final short consultation" gives us an opportunity to make our feelings known – again – and we must make the most of it.
Next week we will announce how you can help.
I'm off to Scotland now (Glasgow tonight, then Largs on the Ayrshire coast). While I'm gone I'll leave you with this essential reading:
Plain packaging doesn't work (Nick de Bois MP)
Plain packs edging closer (Chris Snowdon)
What we learned from Ellison and Chantler today (Dick Puddlecote)
Protect our children – from nasty politicians (Brian Monteith)
PS. Great contributions in parliament yesterday from the likes of Jacob Rees Mogg, Rob Halfon, and Philip Davies.
Glad to see some MPs are still willing to stand up and fight paternalism and prohibition.
Update: Hear me talking to Shelagh Fogarty (Five Live) here.
The PM report (Radio 4) is here. It features an interview with Mike Ridgeway of the UK packaging industry.