Everybody in America is a part of this big herd of cattle being led to the marketplace, not to be sold, which is usual with cattle, but to do the buying. And everyone is branded. You see the brands - Nike, Puma, Coke - all over their bodies. Pretty soon you'll go to a family and say, "$100,000 if we can tattoo Pepsi on your child's forehead, and we'll have it removed when he's twenty-one. A hundred grand."