In a moment of clarity, I realized how effectively advertising works on me when I remembered the episode on discovery channel about Extopia. The Mile High Skyscraper that seemed to be planned to be built in Shanghai, was actually a marketing ploy to get you to do Google searches for words that aren’t real. That’s right. They had to invent new words like “Extopia” or a new phrase like “Mile High Skyscraper” to track pay per click advertising on Google. It’s brilliant. How did someone think of doing that? Genius.