Commerce takes Visa or anti-Visa

Life takes Visa not cashI love this commercial. Life Takes Visa. Life –or here its commerce equivalent– is a well choreographed bakery, a happy flow of patrons interrupted only by a hapless customer who bottlenecks the process by presuming to pay with cash. The scenario presages acceptance of the viewer/consumer’s role as willing cog, but it offers an important economics truism to those who would aspire to monkey-wrench such a dehumanized construct. What does it take to disrupt a well oiled machine? A trifle.

Ever wonder what would happen if a store’s customers all decided to shop the same day? We see it the day after Thanksgiving, but otherwise most of us distribute ourselves evenly across the calendar. It’s the market’s invisible hand and retail business models are fashioned accordingly. What happens when someone organizes a boycott, or otherwise interferes with the statistical flow? We can see it in this ad: Chaos and collapse. A boycott doesn’t have to convince a majority of consumers to curb their spending, it need only reach a number critical to upset the applecart. As management practices streamline labor efficiencies, even a small interruption in demand can wreak a disproportion of havoc.

It will not be for lack of a credit card (though certainly for lack of consumer credit!), but fliers or a picket line, can effect the balance sheet, most of all because the potential liabilities they pose cannot be predicted, and margins of profit cannot then be insured. The demise of your worst nightmare of a blood-sucking capitalist is but a garlic-breath away. You may be kept to feel by the corporate media that you are powerless to contravene, but here’s an ad they are too cynical to have censored. YOU can bring their machinations to a cathartic stop.

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Eric Verlo

About Eric Verlo

On sabbatical
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