I often get asked this question: "What makes something suitable to be written about in Aspire?"
It's a reasonable question.
This question is sometimes followed by a mildly accusatory line regarding something someone read that they don't deem to be luxurious enough to appear in a high-end magazine.
Also reasonable I suppose.
Recently, for example, someone told me off for writing about easyJet.
Quite right too you might say. What's the editor of a luxury magazine doing writing about a no frills airline?
Why does this crazy fool think that Aspire is the place for editorial on an airline that requires you to fight for unreserved (for now) seats, charges for drinks and snacks and which only offers decent leg room if you pay extra or happen to be Danny Devito.
Not that I am complaining about these things by the way. Airlines like easyJet do what they do and cost what they cost and methinks it's good value and a marvellous service. I use them a lot.
BUT. If someone told me I should fly on this luxury orange plane because it's super duper I would get off at the other end, go through security, collect my bag, check in again, re-board the plane, fly back, locate this someone and flick them in the head.
So the complainant was clearly correct and I am an imbecile. Case closed?
To my light telling off I replied: "Do you consider yourself affluent?"
"Yes," they said.
"Do you like to go on European mini-breaks?"
"Do you like to stay in nice hotels when you go on your European mini-breaks?
"Where did you go on your most recent European mini-break?"
"How did you get there?"
I proceeded to dance a little victory dance.
I don't think people make the mistake of believing luxury travel equals Champagne, caviar, gold taps and helicopter rides any more.
But some are still too quick to call an egg an egg without stopping to think about the quiche/omelette/croque monsieur/meringue (here's a hundred things to do with an egg) one could make if one were to dynamically package said egg with other ingredients.
Do eggs qualify as luxury? I don't think so no.
Does smoked salmon on scrambled eggs qualify as luxury? Probably, yes.
So I shall continue to write about easyJet, Ryanair, Wizz Air and any other cheap planes I can find.
I probably won't write about eggs again. But I shall continue to eat them in a variety of different ways.