But in a recent Bangkok University public-opinion survey on the current government, he scored lowest among his Cabinet chums in terms of being recognisable.

Asked who and whose work among the cabinet members is least known, the majority of the 1,300 people quizzed over New Year week picked Sitthichai.

He's a little upset about this. Sitthichai doesn't have a lust for the limelight, but being the least known Cabinet minister - when you're in charge of communications - just doesn't seem fair. He works hard and has often been in the media (including this occasionally read column).

The press had to follow up on the poll results, and the reporters, just doing their job, of course, had to ask, "How does it feel to be a nobody?"

"I don't think the poll was scientifically done," somebody replied who may have been Sitthichai. "I mean, maybe they survey people at the grassroots. They should have asked gun-collector groups or academics."

The survey respondents were in Bangkok and neighbouring Nonthaburi, Samut Prakan and Pathum Thani. Mahanakon University of Technology, where Sitthichai formerly served as rector, is of course in Bangkok too. Still didn't help.

We've said it before and will say it again: Don't tick this guy off - he's got guns, hundreds of them.

For our part, Soopsip will be happy to make his name better known by printing each and every bit of inane news and gossip we hear about him.

Sufficiency? Veera was so

poor he'd never seen a car

If you still don't understand the sufficiency-economy approach advocated by His Majesty the King, visit a library or an educational website, or get out to one of Sumet Tantivejkul's lectures about it. The secretary-general of the Chaipattana Foundation is fully booked until March explaining things to mystified audiences.

Alternatively, there's Veera Rojanapojanarat, the Culture Ministry's permanent secretary who's been living in tune with sufficiency theory since he was a kid.

In a recent speech Veera touched on the concept. Initially he simply said that the money he has now will last longer than his lifetime. Ears pricked up - what, is he that wealthy?

But then he elaborated: "I only spend Bt35 a day on my meals."

He told the audience that, growing up remote and rural, he had no inkling of extravagant spending.

"My community was next to the railway, and we only ever saw trains. Our teachers had to show us photos of other kinds of vehicles so we could see what a car and a pick-up looked like."

Natalie is helping out

our injured Paradorn

Canadian-turned-Thai Natalie Glebova and her best new buddy Paradorn Srichaphan have clearly found the chemistry to give the tennis ace the confidence to hang out with The Most Beautiful Woman in the Universe (until Last November).

The pair of pals recently visited Pattaya, where photographers couldn't help noticing that they'd become so friendly that they happily supported one another by placing their hands on each other's hips.

Businesswise, apart from having a pretty darned wealthy new buddy, Natalie's still flogging suds for Singha and will soon be an official presenter for BSC Swimwear, the brand she wore when she won the Miss Universe crown in Thailand.

No wonder she's happy to add her smile to the Land of Smiles. Thailand's been good to her!

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veen@nationgroup.com