"An ad that pretends to be art is like someone that smiles warmly at you because he wants something from you...what's sinister is the cumulative effect such dishonesty has on us... It messes with our heads and eventually starts upping our defences even in cases of genuine smiles and real art and true goodwill. It causes despair.

This is related to the phenomenon of the Professional Smile, a national pandemic in the [american, for sure] service industry..."

David Foster-Wallace is a ledge.