In this column, the author explores a humorous take on contemporary breakfast culture, centering around the figure of William Hanson, a 36-year-old British etiquette consultant. His company, The English Manner, is positioned as a breath of fresh air in the staid world of etiquette, indicating that even institutions like Barclays and Cartier have sought his advice to refine their social manners. The article sets the stage for a discussion about whether the modern breakfast community is falling prey to trivial absurdities, much like Hanson's amusing take on etiquette itself.

Hanson, known for his unorthodox approach to traditional manners, raises eyebrows with his youthful demeanor and a casual attitude towards high tea etiquette - particularly the way he holds his pinky. This juxtaposition of fresh perspectives against established norms provokes a deeper contemplation about what we consider appropriate in social settings, notably at the breakfast table. The column hints at an underlying tension between tradition versus modernity in social customs, especially in rituals as universal as breakfast.

As the narrative unfolds, the author references the humorous antics of modern youth, comparing twelve-year-olds in London who can recite the starting line-up of Arsenal FC to the apparent trivialities of breakfast etiquette, suggesting a generational disconnect in what seriousness means. Ultimately, this piece is a playful commentary on the evolving nature of social customs, echoing the sentiment that as society changes, so too do our views on what makes for proper behavior during meals like breakfast.