I'm not going to go into the playing into the hands of extremism, or even the nastiness that is religion inspired violence. Enough have already done so.
But I will say this:
A man, a father, a husband, a soldier, died this week. In the most hideous circumstances. Poor bloke. And may the perpetrators come to understand and regret what they did.
That's all we need to know about Lee Rigby. He was in the wrong place, doing the wrong job, at the wrong time.
We don't need to see the latest pictures of him alive, at his local kebab shop. We don't need to know about the problems he had, or didn't have, with his wife. We don't need to know what the ex girlfriends of his killers have to say about anything. We don't need the intimate details of the lives of either the victim or the killers.
What we need is to know, BRIEFLY, what happened. We need to know if there is further risk to soldiers or civilians on the streets of London or elsewhere. And that's it.
We don't need extremists to get the upper hand. We don't need to feed the far right hatred, or the Islamist hatred.
We don't need hushed voiced reporters explaining the grief of the family of the victim.
We are intelligent viewers. We already hate the killers, we already empathise with the victim's family. Let his family grieve in peace. They don't need us.
Let's look at the real problems now. Could this have been prevented? Could the thousands of people on MI5 radar be watched 24/7? No. Could the armed police have got there earlier? No.
I hate to agree with the PM. I really REALLY do. But let's not have a knee jerk reaction. Calls for the death penalty, for extradition of anyone who isn't 100% British, are just ridiculous. The knuckle draggers are out in force.
Let's not feed them, like we don't want to feed the very very few extreme Islamists.
I hate also to quote the most trite of popular phrases:
Keep calm and carry on.
And to the press: leave the individuals alone. We do not need to know about their past. We are not emotional vampires. Are we?