Arthur got's the goods on Branson's plan
to send Nelson Mandela to meet with Saddam Hussein to persuade him to go into exile,

You certainly can't deny Sir Richard a quirk for high-profile publicity stunts, from cross-dressing to circumnavigating the globe in a balloon. Blessed are the peacemakers for they shall improve their name recognition.

At least Branson's better looking than Ross Perot, and nowhere near as phobic as Howard Hughes.