Notting Hill Housing describes itself as "one of the most inventive housing associations in the UK" and prides itself on providing a roof to "people in need". That's how it introduces itself on its website, anyway.
So it is difficult to fathom how that declaration of social responsibility squares with its planning application, now approved, to build 41 homes in the London Borough of Hammersmith and Fulham, not one of them "affordable".
According to local MP Andy Slaughter, writing on HFConwatch, four of the properties are five-bedroomed houses facing photogenic St Peter's Square (below).
They will sell for at least £2m each.
I have yet to meet anyone who can afford a £2m property but doubtless they exist in the form of City investment organisations or people whose relationship with the concept of social housing is zilch. After all, the monied seem little affected by the current restraint.
Notting Hill might argue that the sale of £2m properties will provide reinvestment into housing stock for the very people it purports to help.
But there is also a feeling on principle that the provider should not be dabbling in what can be a cut-throat market, whose ethos the trust was set up to counter.
Notting Hill was launched in the early 1960s as a response to the criminal activities of landlord Peter Rachman and his bully-boy cohorts who harassed, threatened and exploited tenants, often evicting them at short notice, as the law then allowed them to do.
Notting Hill has a proud history. But it will need a good dollop of oil on its PR machinery to convince some of us that its present-day activities live up to that past.