The company has been focusing on showing the shoes represent a healthier way to stand and walk, and in proving they can be used effectively for rehabilitation of pain or injuries.

Mr Montebourg's promise of a golden tomorrow, which he makes with aplomb as part of a makeshift stand-up act in the street, is proving more seductive.

Sometimes I am quite shy, usually I do the things silently like Cinderella does, however, today I am standing here, proving to all the people--I, **, able to stand up!