Facing economic austerity at home, the government coalition is aiming to reinvigorate Britain’s bilateral relationships via ‘commercial diplomacy’. In the Middle East this has led to criticisms of hypocrisy. Support for transitions across North Africa and messages of reform to dictators in the Gulf sit uncomfortably alongside sales pitches and defence contracts. Whilst the UK cannot be expected to pursue a disinterested foreign policy, neither should commercial diplomacy become a mere euphemism for a zero sum vision.