Poundland Hill's big problem isn't a name, it's depopulation

The Hill on Derby day: picnickers sit down to a lavish banquet, pickpockets snaffle belongings off the unwary, musicians entertain the masses and, in the background, just a glimpse of horseflesh and brightly coloured jockey silks. The description could be from last year but it is derived entirely from William Powell Frith's 1858 masterpiece The Derby Day.

The Hill has for 200 years been celebrated as a cross-section of British society, home to fortune tellers and day-trippers, market stall owners and gypsies, chancers and Cockneys. It has changed remarkably little over the decades: take a stroll around its acres and you will enjoy an experience that clearly displays the DNA of its 19th century forebear.

This year the famous free enclosure will have a new name: the Poundland Hill. It is a decision which has divided opinion between those, like me, who feel the name is condescending and those who see nothing to be fussed about.