There is something gruesomely appealing about sharks. The stuff of nightmares, pure killing machines, Jaws. Before it gets too scary, just think nice thoughts. Shark steak and fries, I think you'll agree, that brings the beasties down to size and renders them infinitely less scary.

Looking through Discovery Channel's Shark Week, it all sounded very appealing viewing. But somehow it lost its serious edge when I saw the sponsors - the Crab Shack. The name just doesn't do it for me, I'm afraid.

I am sure the owner, Joe, is a nice guy, but The Crab Shack, as a name for company underpinning a shark fest? I don't think so. That is one stage removed from pink in a world of leather and studs. Big Terry's Tackle, or Deep Sea Hunters, I could live with those slightly macho company brands as sponsors, but Crab Shack?

I'm sure the crab meat is delicious, but they should be sponsoring a more appropriate event, or at least have a surfboard with a chunk bitten out of it? Or am I missing the point?