TED

Commodities were the basis of the agrarian economy that lasted for millennia.

When you are there you are just immersed in this wonderful environment.

A wonderful book, where she talks about Universal City Walk as -- you know, she decries the fake, but she says, at least that's a real fake, right, because you can see behind the facade, right?

When you think about that, let me go back to what Lionel Trilling, in his seminal book on authenticity, "Sincerity and Authenticity" -- came out in 1960 -- points to as the seminal point at which authenticity entered the lexicon, if you will.

If not, you have, "is not true to itself," and "is not what it says it is," yielding a two-by-two matrix.

Now, there's an antidote to commoditization, and that is customization.