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"The whole system was far less sophisticated back then," says Jason Tang, from the London law firm Russell Cooke, which is representing Susan.

"Li has carefully built his personal brand to demonstrate his expertise and build consumer trust. KOLs are also working within much more sophisticated platform ecosystems," Mr Reynolds explains.

George Saravelos, head of FX at Deutsche Bank Research, said the new US trade tariffs were a "highly mechanical" reaction to trade deficits, rather than the "sophisticated assessment" the White House had promised.

Restlessly imaginative and experimental, they had an uncanny ability to communicate sophisticated musical ideas to a mass audience, on albums including Revolver, Sgt Pepper's and The White Album.

The sophisticated shadings of McDonald’s singing are of a piece with the character’s slightly affected manner of speech.