"It is an old communitarian trick to claim that enlighted individuals - Lenin or Hitler, for example - know what the people really want, that the views and preferences that peiople express are not what they would think if only they could break free from their social condition. the assualt on brands is a new, intellectually feeble twist on this old theme. But the sentiments that lie behind it are equally obnoxious. They hint at fascism, all in the name of the people."
Philip Legrain, 'Open World: the truth about globalisation",