The first advertisement didn’t attract much attention. It was quite unclassified, and the advertisement editors, after a single glance, immediately put it down under Theatre Engagements. It ran simply, “Look out for The New Sin: Professor Laileb’s remarkable discovery: Satisfaction Guaranteed.” Naturally, the public merely supposed it to be the title of a new revue, and—already somewhat jaded—awaited the appearance of Press notices. But the next was far more formidable, appearing in the most expensive pages of the daily Press, and in very large letters all over the underground stations : “Professor Laileb’s Great Discovery. On Tuesday, September 27 (the date was about a month and a half ahead), Professor Laileb will lecture in the Albert Hall at 3 p.m. on The New Sin, recently discovered by him and now for the first time brought to the notice of the public. All seats free.” The mention of free seats and the Albert Hall made it clear that the Professor had money behind him, and was a person to be reckoned with; he was also a generous advertiser, and the leading daily papers lost no time in fishing out all they could in the way of information and writing him up as a Silly Season column. The public, though gravely afraid (from the use of the word “lecture”) that this particular form of transgression must be a System, needing (like the Physical Development and Memory-training Systems) stern months of self-discipline for its acquisition, nevertheless pricked up its ears, and was ready to know all about Professor Laileb that there was to be known.