“The name Branson means two things to British people. To most he is the country’s best-known businessman, hoist to stardom by his derring-do ballooning stunts and photo-ops with busty blondes, an anti-establishment “cheeky chappy” whose plucky airline has battled the mighty “monopoly” of British Airways (BA) and whose Virgin brand has spawned a business empire. The other, lesser-known Branson is a ruthless, wily entrepreneur who is always trying to get one over his rivals. The former thinks he walks on water; the latter skates on thin ice.”

Britain’s best-known businessman | Virgin rebirth | The Economist

For years the Economist has written profiles about how little money Branson makes, how he’s not as nice as he seems etc. What the Economist seems to want is that he look like those pilars of society bankers.

Can’t imagine why Branson doesn’t want to conform!!! Duh!