"I was in the shopping mall because that's where I go lately. For the last couple of weeks, I've been going there every day, trying to figure out why people go there. It's kind of a personal project."

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Once a teen has been identified as part of the 'target market,' he knows he's done for. The object of the game is to confound the marketers, and keep one's own, authentic culture from showing up at the shopping mall as a prepackaged corporate product.

— Douglas Rushkoff