"What’s interesting, I think, is how palpable advertising is. You realize it when you go to a supermarket, and the brands are not the brands you’ve been advertised about, not the ones you’re aware of. With advertising, the whole thing is about trusting the brand, and if you go into a supermarket and you don’t know the brands, you don’t know what to think because you haven’t been told what to think. I had to get somebody at Whole Foods to help me choose a toothpaste. I was trying to get the good organic toothpaste, and the best, most organic, brilliant toothpaste didn’t have fluoride in it, and I thought, “But I need fluoride, don’t I?” and I don’t know. So I bought two toothpastes and I’m alternating between them. That was the drama in Whole Foods for me. It’s the paradox of choice, there’s so much choice now, there’s no contentment. Even if you choose a thing and it’s great, you’re still thinking about how there could have been a better choice, which is a real problem in New York."