The debate around the level of tax paid by multinational corporations, and where they pay them, has morphed into a drama involving protagonists that are household names.
Fuelling the debate is social media and popular opinion. The context is how to equitably fund fiscal deficits while managing politics.
In part, the root of the controversy lies in the fact that businesses can now operate virtually with a limited physical presence, while traditional tax rules have been developed for what was historically a physical world.
The issue is exacerbated when global brands appear to be operating somewhere but actually aren't, or if they are, their physical presence is a fraction of their virtual one.
Complicating matters is that addressing how, when and where global businesses that operate virtually should be taxed can't be addressed by any one jurisdiction alone.