The way to annoy a super-enthusiastic American marketing man trying to show you his latest video game - which happens to contain full-motion video sequences including a lengthy and visually impressive non-interactive opening sequence - is to suggest interactive movies are no fun to play.
He won't get annoyed the first time, but if you restate and rephrase the thought over and over again with the conviction that you, and only you, know the emperor is not wearing any clothes, he'll finally crack.
You can say interactive movies are all show and no go, that they are made by film industry wannabes who know the games are no fun but try to sell them because they went into production two years ago when it all seemed like a good idea and no way are they going to write off that kind of investment.
VP of marketing at Pulse Entertainment, Jim Lanahan, won't disagree, but he'll do his best to persuade you his game Bad Mojo should be excluded from the roster of interactive motion picture turkeys.
Automation firms UiPath and Automation Anywhere close out their funding rounds with $265m and $300m respectively
View photos of last night's awards ceremony in London
View photos of all the winners from the 2018 Channel Awards
After a glittering awards evening in Battersea celebrating 25 years of the Awards, we are pleased to share the list of winners and judges' commended winners