What Pepsi pictured (or co-opted) was essentially Marcuse’s imagined earthly paradise—unrepressed joy, activity, and love, a life altogether free of anxiety or oppression. There are no technologies, only Frisbees and flowers; love, both familial and romantic, is experienced without hindrance or implied hierarchies. In essence, Pepsi advertised liberation.

Tim Wu, The Attention Merchants, loc. 560