I believe that science fiction is as profound as you want it to be or it can be very simple entertainment and I'm all for very simple entertainment. Every now and then we all need to come home veg-out watch something and not think too deeply about it. It's what you want it to be. We tend to steer clear of being pedantic it's entertainment first otherwise we'd be on a lecture circuit.

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In fact I argue that the future of advertising whatever the technology will be to associate each brand with one word. This is one word equity. It's the modern equivalent of having the best site on the high street except the location is in the mind.