"Einstein joked to his dear friend Max Born that he had a version of the Midas touch: everything he said turned to newsprint. Einstein's science made him a worldwide celebrity, a status others might have enjoyed, but which Einstein despised. He was no shrinking violet, yet he detested the shallowness and meaningless absurdity that came with his universal adoration. But he realised that it could be handy. He was given a cultural megaphone and he decided that its best use was to amplify the concerns of those whose voices were least heard."