Before anyone has the eggs at the ready, I should probably qualify one of my statements above:

"targeting something that is much more middle class and Middle England: folk culture."

should read

"targeting something that is PERCEIVED as much more middle class and Middle England: folk culture."

Referring to morris, maypole, village greens etc.

And this is all about the perceptions of the wider public, not what we as folkies may or may not feel is true.