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Why does Steve Wright of BBC Radio 2 insist on saying “great show Steve” all the time?

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Why does Steve Wright of BBC Radio 2 insist on saying “great show Steve” all the time?

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They are under the impression that if they flatter Steve Wright, their letter stands more chance of being read out, than if they don’t. I wouldn’t criticize them, as they are Wright! Sarah Kennedy’s correspondents write “SWs to You” meaning “love the show!”, so you are not the first to remark upon this.

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