Scattershot at first, by the late 1990s her endorsements had become systematized in several ways. First, she produced a program called "Oprah's Favorite Things"; for this annual event, the entire show was devoted to promotion of the products she liked most, some of which were given out to the excited studio audience. Combining the ecstasy of a religious revival meeting with the acquisitive intensity of Black Friday, the episode featured screaming, often crying men and women from the audience receiving their swag. As on a 1950s game show, ordinary people were suddenly showered with prizes. It typically started with pairs of boots, books, popcorn, digital cameras, and the like, before leading up to big-ticket items. Oprah, like a beneficent goddess of abundance, presided over it all, blessing her flock with one deliverance of riches after another.

Tim Wu, The Attention Merchants, loc. 800