It all seems a bit mad until you know who paid for it

From The Independent (h/t Bob E):

Patients who exercise regularly and avoid fatty foods should go to the front of the queue for NHS operations, a think tank urges today.

People should be able to use supermarket bills and gym membership forms to prove they lead healthy lives and access priority non-emergency treatment, according to the centre-Left think-tank Demos. It also suggests that welfare claimants who exercise regularly should be given larger payments in recognition that they are behaving responsibly.

That all seems like the usual bansturbation, but the fun thing about Demos is that a lot of their more off the wall "research" is "generously supported by...". So let's look up the report, rather bizarrely titled Control Shift (yes we know you want to shift control, to yourselves, and it isn't funny):

Acknowledgements

I would like to thank Marius Ostrowski and Katherine Stevenson for their contributions to this work – both were invaluable and I am very grateful. Also at Demos the advice, support and wisdom of David Goodhart, Claudia Wood, Duncan O’Leary, Ralph Scott, Sophie Duder, Josephine Brady and Rob Macpherson have been vital to this project. Thank you all.

This report is the final output of a long-running collaboration with Zurich [a large insurance company] – whose in-house experts have been generous with their time and insights.

And in case that wasn't clear, the foreword is co-written (or co-signed, at least) by the CEOs of Zurich UK General and Zurich UK Life.