LOL, jules, they've obviously never had a Collie! I had a Smooth Collie (like Lassie but with a short coat) and they should have ears with the top third tipping forward, but his started to go heavenwards as he was teething. I tried everything (not just sellotape!) to get them to go over, massaging, taping, kaolin paste (which hardens then brushes out) but the best thing was a half sucked fruit gum stuck to the ears, until the other dogs eat them. Afraid it sounds a bit daft but for the show ring it is essential to have tipped ears on a Rough or Smooth Collie, or Shetland Sheepdog, although most of the pictures you see of pet dogs have them upright. Some Border Collies also have pricked ears, but it is not a fault with them. It is not cruel to help them to tip, or in the case of German Shepherds to tape them to help them stand up, but abroad they still crop (cut) the ears of some breeds such as Dobermmans and Great Danes to make them stand up. Fortunately this is banned in this country, and you cannot show a dog with cropped ears, although they can be bred from.
My present breed can have ears either up or tipped, but just my luck, I have one with one of each!