Significantly, APMEX is a well-established company that buys directly from sovereign mints, and operates securely from the Oklahoma City building that once housed the local Federal Reserve branch.

FORBES: eBay Now Sells Millions In Gold And Silver Through New Investing Platform

By the time the new driver arrives the Spaniard will be so well established in the company that he will be -- in everyone's minds -- the number one driver.

CNN: Massa under more scrutiny in Montreal

British company Hawk-Eye is already well established within sport.

CNN: FIFA awards goal-line technology licenses

This may well reflect the legal difficulties involved in mounting a full-blown attack on an established company's reputation.

ECONOMIST: Buttonwood