>> guest: i would put it in timothy leary's phrase, tune in into non. i'm to forget his lingo. there is a sense in the 60s that many of our viewers may remember that advertising was the devil and commercialism had ruined radio, it was time to get away from big corporate speakers and families sitting in circles with guitars with each other, the basic tenants meant to big turning away. timothy leary, spoke about him at the beginning, he really believed that the points of the counterculture was to move away from commercial sources of information and advertising and move us toward a spiritual direction. he believed -- he thought this was the technology that would deliver us from commercial advertising. it turned out to be odd and it didn't take off as much as he thought. they were about an intentional revolution. >> to get back to how these revolts happen, advertising has never really been that popular. it has always been there it was invented. one of the reasons why is that it's an industry that's harvesting your own mind and attention. it is my nature always intrusive and distrac