You know that line in The Incredibles, the one about how ‘when everyone’s super, no-one will be’? That applies to a lot of things. MENSA meet-ups, where everyone in the room is so clever that they all probably feel quite dim. The endless ‘improvement’ of washing up liquid, where – according to the ads – each new formulation makes the last one look like pointless, frothy dog mess, to the end that every product on the market is logically both amazing and terrible at the same time. And there’s also the tricky matter of the endings of blockbuster action films, which have now become so big and awe-inspiring that they’re on the cusp of becoming rather dull.