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:-) at chokkie's OH - and yes, helping others should be the priority. (PS I think you might be confusing Brian Cox, this one is the physicist who presented the space programme on TV recently, works with CERN etc. - not an actor?).
At least the Help for Heroes people have one which I think is right, the massive support they've raised and their high profile took the then Government by surprise, yes we DO support our troops, it sounds this morning as if changes might be afoot with the new Chief of Staff being appointed. But hey, what do we know? - we all know people who have served their communities selflessly for years, who never get a look in with these awards. Showbiz and sports people are, after all, only doing their paid jobs, nothing exceptional (although I would make exceptions for Olympic Gold Medals of course!). I just think the whole thing is far too Like the Eurovision Song Contest these days.