We read advertisements... to discover and enlarge our desires.

A best-seller was a book which somehow sold well because it was selling well.

More appealing than knowledge itself is the feeling of knowledge.

The hero is known for achievements; the celebrity for well-knowns. The hero reveals the possibilities of human nature. The celebrity reveals the possibilities of the press and media. Celebrities are people who make news, but heroes are people who make history. Time makes heroes but dissolves celebrities.

We read advertisements... to discover and enlarge our desires. We are always ready - even eager - to discover, from the announcement of a new product, what we have all along wanted without really knowing it.

Education is learning what you didn't even know you didn't know.

Best-sellerism is the star system of the book world. A "best seller" is a celebrity among books. It is a book known primarily (sometimes exclusively) for its well-knownness.