Walking Billboard

Once upon a time, men down on their luck could always pick up a few bucks by wearing the iconic “Eat at Joe's” placards. Corporations used to give away tee shirts and caps to get their name out there. “Free gifts” and “free samples” were clever oxymora that effectively lured the frugal to part with their money.

Back then, it was assumed that anything other than a discreet logo had to be either trade-fair tchochki or free promotional offerings.

Today, people are paying good money to be walking billboards. Tommy Hilfiger, Calvin Klein and Nike have little difficulty peddling their overpriced wares emblazoned with oversized logos to people who strut it around as a status symbol. The idea that people will pay top dollar to be a walking billboard is puzzling. What is the meaning of this?