All right, for a long time online retail margins were flaky to say the least; but Dixons dragged its feet while some of the major supermarket chains were prepared to embrace the risk. When, at last, DSGI was forced into action, the result had every appearance of the horse designed by a committee. Currys.digital is, frankly, a bit of a camel; and Dixons, as the online brand, has had none of the traction you might associate with Amazon (despite the fact that the online giant has no particular heritage in the brown goods area). And as if sorting out this decidedly underwhelming brand makeover were not enough, Browett will find himself simultaneously distracted by equally pressing alternative issues. Should DSGI continue its advance into Russia with Eldorado? How much support ought he to give to the failing UniEuro brand in Italy? What about spinning off PC World, as the City would like? Let's hope Browett turns out to be DSGI's Stuart Rose, rather than its Roger Holmes.