He argues that we are not property and should not be owned by a company. In the past, logos were not the definition of a culture; the definition was the style of clothing. “Past generations have used symbols effectively to represent specific movements and ideas; they have personalized symbols” (487). Their symbols had a purpose and represented something bigger than a company with expensive shoes. He is sick and tired of our generation being idiots of corporate advertising ploys. They take advantage of us and attack our weaknesses to convince us to buy it