Not any more. Overnight, the posh Etonian morphed into a rough Elijah calling down fire on the priests of Baal, Wonga and Amazon. Rhetorical flourishes flew like tongues of fire: there was prophet Amos letting "justice roll down like waters"; there was militant Mary sending "the rich empty away"; there was Martin Niemöller's "First they came for the socialists, and I did not speak out--Because I was not a socialist".

The Church refused to say how much its Amazon shares are worth, but it is likely to be several million pounds. Its 20 most valuable investments total more than £500 million.

In a strident speech to union leaders earlier this week, the Archbishop said 'vast companies like Amazon' could 'get away with paying almost nothing in tax'.

He said they failed to pay the minimum wage while paying nothing toward defence, security, health or education.

Like Bono, Welby's got three chords: reconciliation (remember his motherhood and apple pie address at the UN last month?), sex (the gay and transgender agenda) and equality (i.e. redistribution of wealth).

He also dismissed allegations that the Anglican Communion had gone back on what the Primates requested at the end of their January 2016 meeting, when they agreed "consequences" on the US-based Episcopal Church over its decision to change its canons on marriage. "Everything asked for in the communique, has been done," he said.