Allow me to explain.
The press have a way of writing, a certain form that they always follow. Things get more detailed the further through a news item you read. When writing about a member of the Cabinet, the first paragraph will always refer to them by title, and their name will eventually be mentioned four or five paragraphs later. Thus:
The Prime Minister will today announce something dead important.
It's so terribly important, he will say, that we really should bloody well pay attention.
Important things have been even more important than usual lately, especially in Wales, with many things seeing more than a 20% increase in importance, and some things that weren't that important becoming fairly significant.
In today's far-reaching proposals, Mr Brown will set out ...
Until about two weeks ago, when reading stuff like that, I'd get a sudden shock when I reached the name "Brown". "Oh, him?" I'd think. "Oh, yeah. I remember now." Up to that point, of course, having read the words "Prime Minister", I'd been picturing Tony Blair.