St Kilda beach is packed with holidaymakers. Umbrellas erected, books (or beers, as the case may be) in hand and children in tow, I sit in my wetsuit (for the water, despite the air, remains cold) with a group of debating friends and devour a picnic of fish and chips whilst observing the spectacle. Google and Microsoft fly overhead, as does the <Product> Blimp and about 500 other signwriters and one-time aerial tourists.