The heart is a muscle. You 'know' in your limbic system. The seat of instinct. The mammalian brain. Deeper, wider, beyond logic. That is where advertising works, not in the upstart cortex. What we think of as 'mind' is only a sort of jumped-up gland, piggybacking on the reptilian brain stem and the older, mammalian mind, but our culture tricks us into recognizing it as all consciousness. The mammalian spreads continent-wide beneath it, mute and muscular, attending its ancient agenda. And makes it buy things.