The professor, it says here, lives happily in his Dumpster, as do I, only his is better. Retrofitting Dumpsters for the poor could be an entrepreneurial social venture, for Bottom of the Pyramid Consumers - not making money off the poor but reducing the cost of being poor. Anyway, I did attend SOCAP14, saw Jed Emerson wearing a Big Black Fist (Power to the People) T shirt, and met many young people who are brimming with idealism and a belief that markets are the best way to express their identity, express ideals, and make a practical difference and a good buck too. Also present were major financial firms, who may at some point be able to package branded investments in such social-good firms to fit not just some economic, rational actor, view of the world, but also to mirror our myriad of cultural identities and visions of the good. That it all comes together in The Brand is something we at Wealth Bondage have long believed. The Market Domination of Wealth Bondage and its Mind Share, ubiquitous, unseen and unchallenged, as transparent and life-giving as the water to the fish, bear witness to our iconic success. Among the other readings on offer at SOCAP's book stand was one on the "Culting of Brands." I believe there was a blurb on it from Seth Godin. Economics is at bottom a metaphysic, a religion, a faith, The Dream of Reason. But properly managed, a rationally run business is identified in the mind of the consumer as were Greek and Roman gods - the embodiment of our sense of self, our sense of social hierarchy, and our own warring impulses. That the emperor was a god makes me think of Steve Jobs. Wasn't his yatch, the one launched after his death, Athena? No, of course not, Venus. And my boss, too, and mentor, and generous patron, Mistress Candidia, she who rules us all. Goddess of the Free Market, surrogate mother to our brightest children. Smart like Athena, rich like Jobs, and stacked like Venus. "Venus in spurs, Sweetie," she says.