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Topsy Gift

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“Branding is something designers think about a lot. You take something like a perfume or car tire, or butt-flavored bubblegum, and you ask questions about it that you shouldn't be able to ask. What kind of tuxedo would this car tire wear to the prom? What is this perfume's favorite movie? You try to end up in a place where you understand a product as if it is a person. The reverse of this, where people become brands, should be easy right? They're already people... End at the beginning. Except that really what you're doing when you brand is a process of simplification. You come to understand the essence of that fucking tire. And so branding a person also benefits dramatically from simplicity. People are complicated, but brands are simple.”

“It is supposed to be a recommendation for philosophy to say of it that it provides the people with a substitute for religion. And in fact, the training of the intellect does necessitate the convenient laying out of the track of thought, since the transition from religion by way of science entails a powerful, perilous leap,—something that should be advised against........Here, for the purpose of affording the means of transition, for the sake of lightening the spirit overburdened with feeling, art can be employed to far better purpose, as these hypotheses receive far less support from art than from a metaphysical philosophy. Then from art it is easier to go over to a really emancipating philosophical science.”

“Only men of the utmost simplicity can believe that the nature man knows can be changed into a purely logical nature. Yet were there steps affording approach to this goal, how utterly everything would be lost on the way! Even the most rational man needs nature again, from time to time, that is, his illogical fundamental relation (Grundstellung) to all things. No practical knowledge of a man, for example, stood he never so near to us, can be complete—so that we could have a logical right to form a total estimate of him; all estimates are summary and must be so. Then the standard by which we measure, (our being) is not an immutable quantity; we have moods and variations, and yet we should know ourselves as an invariable standard before we undertake to establish the nature of the relation of any thing (Sache) to ourselves. Perhaps it will follow from all this that one should form no judgments whatever; if one could but merely live without having to form estimates, without aversion and without partiality!—for everything most abhorred is closely connected with an estimate, as well as every strongest partiality. An inclination towards a thing, or from a thing, without an accompanying feeling that the beneficial is desired and the pernicious contemned, an inclination without a sort of experiential estimation of the desirability of an end, does not exist in man. We are primordially illogical and hence unjust beings and can recognise this fact: this is one of the greatest and most baffling discords of existence.”