Mary Watson (about a case): And what are you going to call this one?

John Watson: Oh, the Ghost Driver.

Sherlock Holmes: Don’t give it a title.

John Watson: People like the titles.

Sherlock Holmes: They hate the titles.

John Watson: Give the people what they want.

Sherlock Holmes: No, never do that – people are stupid.

From Sherlock – Season 4 Episode 1: ‘The Six Thatchers’ (4×01)

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