Next week he will celebrate three years in the role of managing director of England men's cricket - a period during which he has rarely been averse to a gamble.

There is also the sunk cost dimension to supporting Donald Trump, where a person has invested so much energy and resources that they are averse to changing their behavior and/or admitting they were wrong.

“It makes perfect sense to be averse to uncertainty.”

Appearing before a gathering of business leaders near Kings Cross, Reynolds announced new guidance for the competition watchdog to be more agile, speedy, and less risk averse.

"They weren't averse to a bit of robbery in pursuit of their cause."