"So let’s have a drink of Coke. It’s getting warm. It’s no longer the real Coke, and that’s the problem. You know, this passage from sublime to excremental dimension. When it’s cold, properly served, it has a certain attraction. All of a sudden this can change into shit. It’s the elementary dialectics of commodities."
— Slavoj Zizek, The Pervert's Guide to Ideology