There's a simple answer to this question. We are Biteback Publishing, and for us, PMQs are very important because yesterday it got us on the telly. Well, one of us at least. Not just any telly, either. Newsnight!
My boss and esteemed starer-at-the-camera James Stephens made his on-screen debut last night and I must say it's absolutely brilliant.
Please, if you do nothing else today - watch this video.
It features such awkward bystander classics as; the nonchalant-stare-directly-into-the-camera move, the "oh, my - is that the time!" glance-at-the-wrist-watch and how can anyone overlook the classic, pretend-you're-talking-to-someone, realise-they-don't-know-who-you-are-and-politely-turn-away act.
It's hilarious, this all occurs in the space of about 20 seconds starting with James having a bit of a gabber with Adam Boulton 19 mins in.
None of this I must add remotely detracts from the fact that Anthony Seldon, as ever, offers some sound advice for the shadow party leader at a time when he's coming under some scrutiny for falling into pretty avoidable traps, in this case, in the bear pit yesterday:
EM: "Mr Speaker, it's no wonder that today we learn that the Foreign Secretary decribes this gang as the 'children of Thatcher'..."
DC: "...Let me say this, I'd rather be a child of Thatcher than a son of Brown."
Followed by uproarious laughter.
Anthony Seldon suggested on Newsnight last night - at the launch event for Brown at 10 - that Ed Miliband shouldn't expect too much too quickly and that he offered the same advice to the present Foreign Secretary, William Hague back in '97 when he himself was a struggling opposition leader that the key is not the short term battles but the long term committment to reconnecting Labour with the public over their aspirations, "think fundamentally principles up", he said.
Needless-to-say, the event was a success if the camera crew and all those familiar faces in the background are anything to go by.
And for James, a mixed bag, a debut in one hand, a Razzie in the other...
Buy your copy of Anthony Seldon's brand new book Brown at 10 here in Royal Hardback for £20 and in ebook format here for just £4.60.