More Sex Please, We're British, Channel 4, review Business documentary More Sex Please, We're British took an in-depth look at the work of Lovehoney ("The sexual happiness people"). Based in Bath, the company sells every kind of sex toy you could imagine - and a fair few that you couldn't. The programme's central idea was both simple and quite effective: to go for a comic contrast between the racy products and the ordinary people working there. Cue a member of the phone-sales team politely checking that a customer had indeed asked for "the fishnet crotchless suspender tights." There was also fun to be had in the returns department where the reasons for sending back the toys often felt like the basis for a bittersweet short story. "My girlfriend didn't want to try that," wrote one man, "and has gone back to Australia." Of course for all their frankness (and this wasn't a programme for the squeamish), everybody concerned was careful to avoid the l-word - as in loneliness. The woman in charge of users" blogs, for example, deftly edited out one customer's phrase, "after my wife left me," and substituted "when my wife used it on me." Still, not even the two genial owners made particularly grand claims for what they were selling - or at least not without giggling. The exception was Annabelle Knight, who advertises the products online, dreams of launching her own range and does appear to see her job as genuinely altruistic. "I'm like the Mother Teresa of the sex-toy world," she proudly declared.