The Mail doesn't care. It reliably sets its face against what it sees as modish and insincere. It offers a view of the world - that everything has gone downhill since the 1950s, when women stayed in the kitchen, sex was saved for marriage and homosexuality was shameful - that is now rarely found elsewhere, not even in the Telegraph as that paper strives for a younger, trendier audience. It understands that one of a newspaper's functions is to give its readers a sense of security, belonging and simple values in an increasingly complex and unsettling world. The Mail is a supremely confident paper. Where others, trimming to focus groups, muffle their message, the Mail projects it relentlessly, and with great technical skill, from almost every page.