Friday, January 25,2002
Entry two - What can you do when you’re branded, and you know you’re a man?

What is the single most expensive consumer purchase that most people ever make? Vehicular transportation. I was sitting on the bus after watching that crazy guy do his little dance, and I started noticing something about all the cars on the street…Not only do they say what brand of car they are, not only do they say what model they are, but cars are universally branded with the last dealer that sold them as well. That’s right, everyone is driving around with a little miniature advertisement for a car dealer on the back of their vehicle. I’m not sure why we put up with this. We’re paying for the car dealer to have decals made, and plastered to the back of our own vehicle that we’re paying thousands of dollars for. Seems a little odd to me. The really funny thing is that the decals are removable, and yet people don’t bother to remove them. Some are far harder to remove than others certainly, but the number of cars driving around with “Another <insert dealer name here> <insert car manufacturer here>” license plate “holders” makes my head swim. We’d likely have our Merlin licence plate holder on the car still, except we thought it was making a rattling noise, so we took it off. Turns out it was the lawn chairs in the trunk making the noise…

So, why do we put up with it? First, we’re lazy by nature. Second, there is no alternative that requires the same amount of effort. Third, we accept a lot of things as givens, and don’t question them… Yeah, I’m guilty of all three.

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