Pottasch had begun to persuade his management that selling Pepsi as a cheaper alternative was not, in the long run, a winning strategy. But what else could Pepsi be? Like Leary, Marcuse, and others, Pottasch noticed that there was something going on with the young people, who were listening to different types of music and dressing differently than their parents, and—while this was still the early 1960s—giving some signs of rebellion against the consumer culture constructed over the 1950s. But if Leary or Marcuse sought to ride the swirling social movements to challenge the established social order, Pottasch thought he could employ it to sell Pepsi Cola.

Tim Wu, The Attention Merchants, loc. 549