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Would lots of black, white or whatever other possible variation little girls named Jemima not launch a rehabilitation programme? Jemima is a respectable biblical name with a good eytmology; why allow the long-ago choice of an advertising agency to consign it to limbo? It seems to me that there is a weird resemblance between this Jemima controversy, if that is what it is, and some people's public denialism about, say, wearing masks: their personal decision to do what they like takes precedence over science, sense and reason. I hope I'm wrong. But it does look strange from outside.