As a power and political force, profit regulates a system that has seduced the masses, the people, humanity, thanks to its golden prison appearance. The seduction takes shape in the pseudo-individual relationship of publicity. Those big brands we love to hate. Do we dare believe that very soon they could officially govern countries, hoping to bring some sort of balance or equity between the hemispheres. Hmmm, in an optimistic perspective, we may wonder if, as corporate attitudes are leading us to believe, they might actually be getting more and more concerned with our true well being, and therefore the state of the "world"...closer to us, to our favourite sports, our beloved sounds, our alcoholic beverages... in an ever-pressing concern to satisfy us, please us, entrance us ...But from a cynical outlook, it seems obvious the care and attention aren't given for free, all the less since they are only directed towards their consumers, their "darlings". Why should these pretentious fine ladies ("grandes dames") suddenly become open-handed? What advantage could they have in doing politics when control is assured? To maintain and embellish their public appearance. Also, the hour of awareness has been struck, or rather never ceases to sound, the cold shower effect (the positive consequence of a catastrophe or shock) takes effect and the consumers want their cherished companies to follow their democratic tendencies, their "human rights" side. Generosity has nothing to do with money. It is a matter of the heart. However, in some cases, the lack or the love of money blinds. Consumption moulds bodies and minds, money digs gaps and raises borders.