Ethan is annoyed with all of these dumb campaigns that indoctrinate millions of people into thinking they’re tough-guy free spirits when, in fact, there’s probably much to be said for following and, in any event, the food chain isn’t structured to encompass millions of non-followers.

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Life is dull, but it could be worse and it could be better. We accept that a corporation determines our life’s routines. It’s the trade-off so that we don’t have to be chronically unemployed creative types, and we know it. When we were younger, we’d at least make a show of not being fooled and leave copies of Adbusters on our desktops. After a few years it just doesn’t matter. You trawl for jokes or amusingly diversionary .wav files. You download music. A new project comes along, then endures a slow-motion smothering at the hands of meetings. All ideas feel stillborn. The air smells like five hundred sheets of paper.
And then it’s another day.