Anand – middle-class, polite, well-educated and a world champion - was one of those who helped make chess respectable. Most parents are extremely comfortable with their children learning the game, and many schools offer extra-curricular programs in chess. The branding is associated with learning to think logically, improving concentration, etc., and of course, you can make a reasonable living from it. This is true, but arguably, poker inculcates the same qualities and offers players the potential to make far more money. However, the average parent would respond very negatively to the idea of their eight-year-old learning to play poker while welcoming the teaching of chess. That's where the branding of chess counts, and it's the reason why multitudes of children throng chess tournaments.