Even the term ‘immersive’ has become overused. It is being used to flog everything from fine dining to frozen roast potatoes. Some theatre companies liberally sprinkle their marketing copy with the word ‘immersive’ because they know it can add £10 to the ticket price. As Alexander Wright of the Guild of Misrule observes: “People know they can sell immersive shows. Audiences want them. But there can be a point where it stops being art and is just capitalism.”