And just like that, we're into superstar territory. In come him from Snow Patrol and Ed Sheeran, presumably to add some "star appeal," though of course they are monumentally eclipsed by Taylor. All Too Well retains a certain country charm, and of course there is Liz Rose again on co-write.

There is a craft to this, there's no doubt about it. I don't think you can just sprinkle magic dust over something and hope for the best - it has to have something, a hook, a killer line, a riff, that will carry you away. If you can nail that you're on to a winner. And then the only question becomes why it works for some but not for others? Listening to Joel Plaskett over the weekend I'm struck yet again by how effortlessly he spins another tune, lyrics etched in my brain, memories of singing along, at home and away. And yet - a minor Maritimes star. He means everything to me, of course, but that doesn't help his bank balance.

We are never ever getting back together. I think that was the first one where I was conscious that Taylor was a thing - the first track I could tell you that it was her.

From here, it all gets a bit big.