Your correspondent has a sad confession to make. He has consulted his media adviser, his software adviser, his communications adviser, all to no avail.
He just doesn't Get It.
Of course he may not be the only one who doesn't Get It. The whimsical expression on the face of Hong Kong and China Gas chairman Lee Shau-kee at a gathering on Monday to announce a new sort of Internet link on the company's gas pipelines suggests he doesn't Get It either.
Your correspondent may be wrong here but that look appears to say, 'well I can't seem to get this share price up any other way so if the punters are willing to pay silly prices for anything with the letter 'i' in front of it, let's give it a try so long as we don't sink any serious money into this thing.' If that is really what he thinks, then let's remember that here is a man who Got It magnificently in his own business of property development and has billions to prove he was more tuned in than almost anyone else to what was happening in his own generation.
Let's refine that perspective on Getting It. This column is primarily about money because your correspondent, although effectively retired, finds that markets fascinate him.
Getting It has to be more than acceptance that the Internet is introducing a revolution in our commercial arrangements with widespread social effects.