I’m a little surprised by this piece from the Click team at the BBC. OK, so there are some good general points about PPC and the rest but they seem to buy into the PR myth surrounding the Arctic Monkeys rise to fame with a great naivety. Surely the idea that they [and a few other acts I won’t mention] came to the fore solely thanks to a genuine upswell of interest from users of sites like myspace has been long rumbled. Maybe I’m just too cynical these days.

DelB