Against the backdrop of growing dissatisfaction with the monarchy, scandals at Buckingham Palace and the maximum level of inflation in the UK, they held a big celebration in honor of the platinum jubilee of Queen Elizabeth.
Several non-working days (four, which, together with the days off for working Britons, stretched to a week), 1.7 thousand street events and a lot of money spent are clearly not the wisest decisions in this situation.
And as if the entire program of the event was aimed at convincing British subjects of the inappropriateness of complaints about the expensive maintenance of the royal family.
Duchess of Cambridge Kate Middleton, for example, chose an outfit in which she had already appeared in public (as if making it clear that she could wear the same clothes twice).
And which resembles the famous costume of Princess Diana - a light-colored jacket and skirt.
At the same time, wearing the earrings of Lady Dee herself.
Giving a clear message that she is the next "People's Princess".
Parallel to the celebrations, anarchists launched the "Make Queen Elizabeth Last!" campaign by bursting into the ranks of the military parade with placards "Return the royal lands!".
The royal family owns territories across the country plus a huge fortune, information about which, as it became known last year, does not have to be revealed to the British due to a law lobbied by Elizabeth 50 years ago.
Already, every fourth Briton opposes the preservation of the monarchy and the transition to a republican form of government.
And even if the current regime remains, the next monarch will not be Elizabeth's son Charles, but a more popular grandson, William.
As a result, we continue to observe the inertia of Buckingham Palace: even when everything is bad, stone faces are kept there, at least publicly, without commenting on what is happening.
Whether it's the Harry and Meghan abdication scandal, or the allegation of rape of a minor against Elizabeth's son, Andrew.
The conservatism of the British monarchy is unable to adapt to the new world with its postirony and super frankness.
Here you need to either continue to try to build some kind of your own world, holding the bubble of greatness, or give up.
And if not for the scandals within the family, this would be possible.
If you can't adapt, you'll be defeated.
The book "Aesthetic Intelligence" by Pauline Brown, a luxury specialist and author of the "Business and Aesthetics" course, where she explains the phenomenon of the Louis Vuitton brand, comes to mind.
The brand originally specialized in huge luggage for transatlantic travel on ships - making their suitcases durable and waterproof.
But over the years, the company skillfully adapted to the trends not even of fashion, but of our way of life.
And managed to invent products according to the requirements of customers.
So, for example, replacing heavy boxes with light bags for hand luggage on airplanes.
And only this - alignment with relevance and preservation of the inner core - made it possible for LV to be popular so far.
That is, to put it simply, if the monarchy could remain flexible, succumbing to the whiffs of trends, it would be stronger and stronger than it is now.
Simple laws of physics.
The best illustration here is a photograph that has become a meme with the emotions of the youngest great-grandson Louis and his great-grandmother Elizabeth - where the older generation is restrained and dry on emotions, and the younger one openly manifests itself.
The point of view of the author may not coincide with the position of the editors.