The desire code -- The pretty good problem -- The straw man in the gray flannel suit -- Rationale thinking -- Ignoring the Joneses -- Murketing [sic] -- Chuck Taylor was a salesman -- Rebellion, unsold -- Click -- Very real -- The murkiest common denominator -- The commercialization of chitchat -- The brand underground -- invisible badges -- Murketing ethics -- What's the matter with Wal-Mart shoppers? -- Beyond the thing itself.