"I think it's absurd to talk about - one time you were outside the system, now you are in the system - no, we fight, the cause of the fight is because the system is bad that we can't get out of it."

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The theme of corporate stories (and millions drink them in every day) seldom varies: to be happy you must consume, to be special you must conform. Absurd, obviously, yet our identities have become so fragile, so elusive, that we seem content to let advertisers provide us with their version of who we are, to let them recreate us in their image: a cookie-cutter image based on market research, shallow sociology, and insidious lies.

— Tom Robbins