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A pledge to get net migration – the number of people entering the UK for more than 12 months, minus the number leaving – down to the ‘tens of thousands’ was first offered by Cameron in the 2010 Conservative manifesto and remained there for the next two elections.

Other companies on the scene include Singapore-based Prefer and San Francisco's Minus.

Match of the Day was reduced to a 20-minute edition minus its host, pundits and commentary - and the story made headline news for several days, with politicians and media commentators all weighing in on the issue.

They are minus 23 from the final quarter.

Donald Trump’s own favorability rating, as the guy who just won the presidential election, is minus 9.