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The Dutch anthropologist Joris Luyendijk is beginning a study of the people who work in the City. He looks at what, if anything, makes them different to the rest of us and examines their own social rules and taboos. He claims at some point money means nothing to these guys, you might as well pay them in coconuts - all they want is more coconuts than the guys sitting next to them. To the top city movers and shakers, the money itself means hardly anything.