As the now-suspended CEO, Alexander Nix, put it so well: “It sounds a dreadful thing to say, but these are things that don’t necessarily need to be true as long as they’re believed.”

In his snooty British accent, Nix is only saying - and converting into highly effective digital marketing - what Trump has long believed: lies don’t matter as long as they’re believed.

This is also the modus operandi of Fox.