of 1997. However, in the long run the CEBR expected that to be offset by increased tourism and memorabilia sales. Reception Some criticised the reaction to Diana's death at the time as being "hysterical" and "irrational". As early as 1998, philosopher Anthony O'Hear identified the mourning as a defining point in the "sentimentalisation of Britain", a media-fuelled phenomenon where image and reality become blurred. Oasis bandleader Noel Gallagher responded to the reaction with, "The woman's dead. Shut up. Get over it". These criticisms were repeated on the tenth anniversary of the crash, when journalist Jonathan Freedland of The Guardian expressed the opinion that, "It has become an embarrassing memory, like a mawkish, self-pitying teenage entry in a diary ... we cringe to think about it." In 2010, Theodore Dalrymple suggested "sentimentality, both spontaneous and generated by the exaggerated attention of the media, that was necessary to turn the death of the princess into an event of such magnitude thus served a political purpose, one that was inherently dishonest in a way that parallels the dishonesty that lies behind much sentimentality itself". The reactions following Diana's death were subject to criticism by Christopher Hitchens. His 1998 documentary Princess Diana: The Mourning After accused the British media of playing an essential role in creating a national, unchallengeable, and at times hysterical cult of personality surrounding Diana, whereas previously they had been extremely critical of her and the monarchy after she had separated and divorced from Charles, and was having an affair with Dodi Fayed. Hitchens claimed the public were behaving irrationally and that many appeared to not even know why they were mourning. He also scrutinised the level of censorship against criticism of Diana and the monarchy but was accused, in a review by The Independent, of exaggerating on this point. Private Eyes sales dropped by one third after it ran a cover titled "Media to Blame", which attempted to criticise the instant switch in the media and the public's opinion of Diana after her death from critical to complimentary. Hitchens's views were later supported by Jonathan Freedland of The Guardian, who also questioned the reason behind the "outburst of mass hysteria" following Diana's death and described it as "an episode when the British public lost its characteristic cool and engaged in seven days of bogus sentimentality, whipped up by the media, and whose flimsiness was demonstrated when it vanished as quickly