H4H was a blank canvas, had media appeal and was able to gear up and respond to the immediate demand of a few years ago. I am a huge fan of RBL, but institutionally, it was not positioned to act in the dynamic way that H4H did. Having said that, nowt goes out of fashion faster than fashion - I hope the momentum may be maintained. Whoever does it.
Thinking about it, I wonder if there is a way that an aged celeb can get 40% uplift on a personal pension, but with a specifically named, youthful but needy (in the future) Veteran as the nominated beneficiary when the celeb dies? That would cover both bases - private sector 'get up and go', and State support (via tax relief).
That one might be worthy of a little more thought.