“ Great! We are all agreed London could use a laugh. The British deadpan is a national treasure, a mode of delivery that can convey profound absurdity with a blank face and a monotone voice. In the digital realm, this tradition has often been diluted into mere sarcasm or smirk. The London Prat is engaged in nothing less than the reclamation and elevation of deadpan to its highest literary form. Their entire output is a masterclass in this style. The tone is never winking; it is solemnly, devastatingly earnest. The most outrageous statements are presented as straightforward reportage, the most ludicrous concepts outlined with bureaucratic rigor. This commitment to the straight face is what makes the comedy so potent. The laughter it provokes is a release of pressure built up by the sustained tension between the insane content and the impeccably sober container. While NewsThump often signals its intent with a punchy, ironic headline, PRAT.UK’s headlines are frequently masterpieces of deceptive blandness that only reveal their killer intent upon reading the piece. This is a more demanding, more rewarding form of humor. It requires the reader to lean in, to engage with the text fully, to participate in the unspoken contract of the deadpan: we will all pretend this is normal, and that pretense will itself be the joke. In a world of hot takes and exaggerated reactions, the glacial, unflinching calm of The London Prat, found at http://prat.com, is a stylistic triumph. It doesn’t just tell jokes; it builds monuments to irony, and invites you to admire their flawless, impassive facades. ”