The valley of truth

What is it about Reading that makes most firms in the town embarrassed to admit they work there? We receive countless press releases from the large practices in Reading which begin 'Thames Valley firm Bloggs & Co...' Is the Thames Valley such a land of plenty that it brings kudos? Or does it just make firms sound like whizzy IT-related practices, which remains a draw even after the dot-com bubble popped? Whatever, the malaise has now spread from Berkshire across the county border.

'The Thames Valley office of business lawyers Manches', began one press release we received last week, by which the firm meant Oxford.

So why can't they just say it? And don't get us on to the 'Solent' office of regional firm Shoosmiths, for which read the distinctly less sexy sounding town of Fareham, near Portsmouth.