Apparently Chess is now cool. Or so it said in the Grauniad. Sometimes playing chess can be fun (okay I'm weird). Does it really need celebrity endorsement? I'm a celebrity and I'll be mated in 5, get me out of this? Prime time tv with that one.
I prefer Raymond Chandler's "Chess is as elaborate a waste of human intelligence as you can find outside an advertising agency". (I think it's from The Long Goodbye but I'm open to other suggestions).