British Gas' hydrocarbons (or, indeed, its electricity) are no different from anyone else's - hence an emphasis on its service arm, which now offers to maintain everything from drains to kitchen appliances. 'Doing the right thing', it says, is not so much a slogan as a 'strategic vision'. It's a moral claim: British Gas is better because it has a conscience. When the gasman muddies your Axminster, this may seem less plausible. Making moral claims is best left to organisations with a moral function: the police, volunteer groups and the Brownies.
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