OK, I admit it: I just don't get it. Did You Know, which is now in its 4th incarnation, has to be one of the worst videos of all time. All it does is present fact after fact (assuming they are facts), as if the facts in themselves are important.

Why, for example, do I need to know that more video has been uploaded in the last two months than if ABC, NBC and some other TV station whose logo I don't recognise had been airing new content continuously since 1948?

What does this fact even mean, except that millions of people now have the ability to upload videos to a website, where millions of people can watch them! I can see the point of saying that, but what's the point of making that comparison?

The facts are presented so rapidly, and some of the numbers are so large, that it's difficult to mentally process them, let alone evaluate them in terms of their potential impact. Imagine if reading was not your forté.

And that's the thing: it takes some doing to take a potentially really exciting medium like video, and reduce it to the equivalent of the worst kind of PowerPoint presentation. The only thing missing are the bullet points. Well, actually, they're not missing: they're just not visible as such.

This latest version has been produced in collaboration with The Economist apparently. When I read that I thought it might have been really beefed up. It turns out that the main change as far as I can tell is that some upbeat music has replaced the awful dirge that accompanied the earlier versions.

And yet this video or its predessors has 'gone viral'. It's shown in schools all over the place, where headteachers and principals, who one would have thought could exercise enough critical judgement to recognise an emperor with no clothes, say how fantastic it is.

Like I said at the start of this article, I just don't get it.

Anyway, here it is. Judge for yourself, and if you think I'm wrong, or you have found it useful in any way, please share your views via the comments section. Thanks.