Job losses, pay freezes, T&C changes, pay cuts. Such measures have become commonplace in many industries, including this one, as company owners attempt to make their businesses viable in the face of ongoing economic malaise and, in the case of print, massive structural changes in some parts of the market. Hard, unpleasant choices for those involved. Against this backdrop it was with some surprise that I read our story yesterday about strike action by a minority of workers at Gomer Press, over issues including what they consider to be an unacceptable wage increase offer of 2%. Unsurprisingly, this has resulted in many comments of the "wake up and smell the coffee" variety. One has to question the thinking of Unite and the workers involved. It seems to me that to go as far as strike action is utterly divisive and out of all proportion to the apparent grievance. Perhaps Gomer Press' owners could get the union on-side by announcing they will close the entire factory (cp Polestar Colchester), at which point a 10% pay cut will look just as appealing as a 2% rise.