'Would you feel the same way with soda?' a more uptownish brunette excitedly asks her bandanna'd friend. 'No!' She raises her glass. 'I feel alive!' And with that, the two heartily clink glasses.

A few people at the bar turn to check them out, briefly, before looking away again. They probably have no idea they've just laid eyes on the secret agents of capitalism, paid shills for a bottled-water company, hired by a small but rapidly growing marketing firm called Big Fat Inc., that claims to have perfected undercover marketing."
—Jim Rutenberg, "The Way We Live Now," The New York Times, July 15, 2001