1. If you email me a photo, your name and your website URL when you donate, your name and face will appear next to that lunch item on the homepage and in the archive, along with a link to your site.
2. I'll photograph and review the food, the place I got the food from and the lunchtime experience for your browsing pleasure. The more you spend the better/odder places and things I'll eat and review.
3. I've just spent a bunch of cash on this stupid domain name, and this seems a good way to negate the cost. Only £56 and 24 months to go!
4. I've worked in the Kensington Borough of London since August 1999, but I don't live anywhere near here as I'm not stinking rich. I can afford to buy lunch in one of two local places, and after nearly 500 meals I'm sick of them. Yes, I can hear the smallest violin in the world playing just for me over the torential gushing sound of your heart bleeding.
5. I need to be cultured. Its criminal that I'm not sampling the many and varied foods from around the world that are on offer here in the culture and culinary capital of Britain - what a pointless waste! Yes, I still here that violin. Sounding good.

Why should I give money to you when there are people dying of hunger?

Hey, I'm not twisting your arm. But if you want your face on this site or you want to read critical reviews of Notting Hill and Holland Park eateries and anecdotes of the reactions I get to taking snaps of my food in cafes, then slip us some cash. If not, then don't.