The choice of a new generation
Fiction with marketing tie-ins (like dead authors who evolve into trademarks) comes from an alternate universe. My fingers always hesitate before typing a brand name. At first, I tell myself it's a cameo appearance by something from the physical world, but inevitably I feel my socks reverse polarity. Brands can be so packed with unwanted resonances (and legal issues), they jump out like an orch hit. . . . then again, maybe I'm knitting in an odd fabric: I think of a DF Wallace story with a fly circling a drop of soda in the groove of a Pepsi can lid. It's a perfect choice--the Pepsi slogan at the time was probably "Gotta Have It."