Looks like Dom Jolly is being well advised in the lucrative world of mobile content downloads.  I sense that this is an extremely well thought through PR campaign.  Whether the story about stealing secret recordings meant only for mates is true or not is irrelevant.  I bet they’re selling like hotcakes (a) because the content is good and (b) because the intended audience for this will get the extra reward of discovering it themselves.  Thinking about Russell’s piece in Campaign last week, I betcha it will all have been done for less than £10,000 and it doesn’t take many downloads at £1 per pop to recoup that kind of investment.