Even Mike Skinner is confused by The Streets’ promotional tactics for Everything Is Borrowed

It’s always a tricky line to tread when acts push “product” by incorporating stunts that interpret the record’s title literally. Imagine if The Prodigy’s Always Outnumbered, Never Outgunned had been promoted in such a manner. Carnage.
The Streets are doing this “Every Fan Is Borrowed” thing, you see, to push new album Everything Is Borrowed. Fans are being encouraged to take a “thing” to the show, with Mike Skinner then choosing to “borrow” (see?) one item by taking it up onstage. The lucky owner of said thing will then be invited to the following night’s show, with accommodation, travel and “party” all taken care of.

Ah, but if you want to take part in this fun you MUST email a picture of yourself with said item to one of Mike’s people at least a day before the gig in question.
You can get all the details in a blog post at The Streets’ MySpace, during which poor Mike confesses: “I’m getting really confused about this borrowing vibe that we are enacting for the UK tour.”