he thought that the pharmaceutical industry and the consumer were the ideal test case for the -- elim nating the broader problems in american society, partly because the thought the pharmaceutical consumer were the most captive form of consumer, had no choice over the decisions they were making the doctor would write a prescription, the patient would take it to the pharmacy and they would have to actually look at it and have to buy it. therefore, wanted to advance a broader politic, antimonopolyism, by exploding the problem of pharmaceutical monopolies. 'he thought he could rescue the consumer from that's status by enforcing these generic names and he actually wanted to pass legislation that would completely eliminate brand names from the pharmaceutical marketplace and make all pharmaceuticals only available by generic name. actually i brought in a prop today. this is a prop from 1960 and this is -- part of the way die my research is through material culture, often culled ebay. i'd like you to take a quick look at the label and read what the is on and it think about what is present in that e