For the umpteenth time, I chickened.

[…] and as dinners were not always up to the mark, according to their ideas, they sometimes sought advantage from it, and took to broziering their Dame.

After the wedding we proceeded to the reception.

This book is a study of co-optation rather than counterculture, an analysis of the forces and logic that made rebel youth cultures so attractive to corporate decision-makers rather than a study of those cultures themselves. In doing so, it risks running afoul of what I will call the co-optation theory: faith in the revolutionary potential of authentic counterculture combined with the notion that business mimics and mass-produces fake counterculture in order to cash in on a particular demographic and to subvert the great threat that real counterculture represents.