knight starvation

knight starvation
   British
   excessive and ostentatious zeal in pursuit of a knighthood
   An ailment aggravated by the HONOUR(S) system. The usage puns on an advertising slogan coined by Horlicks to sell a malted milk product as a nightcap:
    Some might say he deserves the money for taking on such a thankless task, and only the ungracious will mutter about knight starvation. {Daily Telegraph, 4 February 1998 — a businessman had been appointed Chairman of the Arts Council)

How not to say what you mean: A dictionary of euphemisms. . 2014.

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