One day, Douglas Rushkoff looked in the mirror and screamed.

"I suddenly realized that the people who had put my books on best-seller lists were not those Mondo 2000-era hackers and Internet homesteaders I so admired, but rather the public relations and advertising industries," he said. "I had been selling 'cool' to corporate America. My books were primers, required texts for young executives on how to take advantage of new media to do the same old thing they were doing before. That's when I realized that we were in an arms race and that I was just as caught up in it as everyone else."

Rushkoff apparently made the mistake of thinking that hackers read books.

I don't read books on a regular basis. I seem to read the internet instead. I'm quite well informed on current events, but I tend to prefer my information in bite sized morsels.

Isn't it ironic that Rushkoff trained the ad wizards to feed you those morsels that seem to keep you away from his work?