Lizard Brain

Ah, the term 'lizard brain' was popularized by 'marketing guru' Clotaire Rapaille! It's an appropriate term for the way we make consumer choices. I've always thought that the automobile industry is a very lizard-brain enterprise, because it is driven so much by our desires and wants. The oil industry, on the other hand, is always tethered to reality by the geological nature of its starting point. No matter how conservative they might be, oil men are always rational in the end - they have to be - whereas auto men can never afford to be rational, ever.