... a hostile feeling into a positively toned tie in the nature of identification" (Billig, 1992: 117). So rather than the poor rising up against the monarch, many believed that a brush with royalty would cure them of their ills and bring them good luck. In order to keep the super-ego from being unmasked, and envy rising to the surface, the monarchy has continued to reinvent itself and move with the times. In moving with the times the monarchy has had to become part of today's celebrity age and sell the individuals at its heart and once it began to sell that product it could not control the hunger for it. It could not say, thus far and no more; it could not reserve anything for private individuals at its core. Is this what Anthony Giddens meant when he wrote: " ...nothing is more dissolving of tradition than the 'permanent revolution' ...

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