The mayor has carefully written out his side of the story and almost recites it, but not without some sheepishness and embarrassment at the whole event.
By increasing expenditure, which may reduce profits in the short term, brands can take advantage of others sheepishness, and increase their market share in the long term.
You would find no trace of sheepishness from this slick mover, who is positively evangelical about how far his unlikely passion has advanced his rugby.