When talk-show host Amr Adib went on Egyptian TV to beg food companies to cut prices, he sounded an apocalyptic note. “We must all stand together,” Adib said. Otherwise, society falls apart, “hell breaks loose, the fire will consume us all.”
Egypt’s government keeps media on a tight leash, so the message probably had official backing. And sure enough, two days later, a group of foodmakers announced price cuts on air. The problem for President Abdel-Fattah El-Sisi is that he’s under pressure to take major economic decisions that will have exactly the opposite effect, pushing the cost of living sharply higher.