"I think you guys are all missing Bob's broader point. - Be more cognizant of the messages you send as advertisers... there may be collateral effects. - Be more cognizant of the messages you receive as audience... and see the dangerous wedges for the influence they might wield. - Be more thoughtful. Wedges are great for activating in-groups, but can be destructive when it demonizes the out-groups. And the best advertising is truly inclusive and speaks to the entirety of human condition. Unless, you know, Bob thinks I am full of crap." - Ike Pigott