[…] 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.

For the umpteenth time, I chickened.

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.