The Tories don't give a shit about Builth Wells 99 percent of the time, but it's suddenly a place of national importance when it's time to go on the campaign trail.
The term itself has only been in common usage for the last five years or so, but it's so effective that charities like The Wave Project have now established referral pathways with the NHS.
As it's St David's Day, here are some under-appreciated icons beyond Dylan Thomas, Catherine Zeta-Jones and that guy who did 'The Snowman' song, according to a bunch of Welsh VICE writers.
How many more have to be railroaded by rent hikes and property developers before we lose our grassroots scenes completely?
Nej, kunden har fandme ikke altid ret.
"There were many instances of games consoles being traded in with incredibly abrasive screen names left on them or porn DVDs in the drive."
And could it also be the thing that reconnects us?
Bowls clubs are vital to older people, and for a few weeks last summer they helped me too. But now gentrification is forcing them to close.
Why 'Ffasiwn Bildar', a show where construction workers compete for a modelling contract, makes me proud to be Welsh.