you can feel them their arms close and the whole show begin as pitch battle just to open. they don t have to agree to do anything. just admit there s something we need to talk about. this is what lifestyle branding means. it means we are deriving our identity from a consumer product. right? not from our that is a lie. a complete lie. i don t know why you would say that. it s completely not true. the products come under attack or criticism. you feel personally criticized. you know, you feel under personal attack, and yeah, a signaling device. the irony is, watch the original ipad commercials. what were they doing? reading the the guy who they, reading a ted kennedy book. a ted kennedy book. and searching for good cafes in paris. okay? this is not advertising to me of the washington examiner editorial page. advertising to the viewers of msnbc. the readers of chris hayes, too.