I had to ring Cathay Pacific. I was put through to a helpful Customer Service Executive. But what is with calling everyone Executives these days? An executive works in an office with an oak desk and chesterfield couch, talking to his (always male) chums from the club before heading to lunch while he plans his yearly ski trip. It is not someone sitting in a call centre fielding frequent flyer questions. Title inflation. The scourge of the business world.