In this case, the Rightmove chair, Andrew Fisher, has already called REA’s approaches at 705p and 749p “uncertain, highly opportunistic and unattractive”. So Monday’s bump to 761p or £6.1bn – an improvement of only 1.6% on the second offer – should not prompt a fundamental rethink. In the coded language of takeover scraps, the difference between “unattractive” and “attractive” implies more than a tiny percentage.