I'd say the later. For instance if you have new tyres put on a some shops they'll use disgusting silicone type formula, other just use total rubbish, which of course will shift and not stay put.
Ditto Gixx.
I've been using the Turbo Wax Tire (tyre) Gel, for about 14-15 months now. Love the stuff to pieces. It's kept my tyres lovely and with definite deep dark sheen, without spinning off, no damage to the tyres and it doesn't creep, it lasts really well, even in super harsh Kiwi conditions, so the UK would be even better. You don't need much product, a little goes a long way, and the shine/sheen can be built up if you use a couple of coats/applications, which is fab for shows, ie if you need a gentle/natural sheen, or you want a more wet look depending what sort of show you're displaying at.
Given my Zed is a Sunset, it would be very obvious if I'd had any spin off, eeks like some other products I've used.
http://www.turbowax.com/prod/turbo-wax- ... 16-oz.html
http://www.turbowax.com/cat/tire-wheels/