revealed illumination withdrawn. The revelation of the graal is always a personal and unique experience. . . . I know—because I have heard it countless times from many people across the world—that this moment of revelation is the common element in our experience as a community. The graal is our firm foundation.4 Pesce describes his ﬁrst experience of learning about cyberspace as a “moment of revelation,” like a religious epiphany. While this characterization is extreme, many people write about the Web as offering the potential to create a harmonious and egalitarian world. It is seen as making oneness tangible, so that all people can get to know one another across distances and national boundaries. To our knowledge, no one overtly developed a scheme to provide a spiritually utopian brand identity for the Web. It happened because many have seen it as a tool for the realization of their most noble dreams of human potential. However, Internet-related businesses can capitalize on the halo effect gained by association. The Web gives us inﬁnite capability to connect with one another, making the dream of oneness realizable. As Wertheim points out, for centuries humankind has believed that life in the body drags us down. Interaction on the Web is purely a communication among minds. The body is completely irrelevant to it. It can be experienced as the place where minds or spirits touch, unhindered by physical reality. This vision, too, inherently requires greater sophistication, because even Innocents need to learn to use such technologies and actually connect with others different from themselves before any of their utopian fantasies can be realized, even in part. Our point here is not that we are about to enter paradise. Rather, it is that those in marketing need to understand that people still have the yearning for paradise characteristic of the Innocent, even though they are no longer simple or naı̈ve. You can actually observe the history of Innocent consciousness in the 1990s simply by tracking the Academy Award for best picture during that decade. We went from Forrest Gump early in the nineties to Titanic (a metaphor for the threatened end of civilization as the millennium approached) and, 4. Margaret Wertheim, The Pearly Gates of Cyberspace (New York: W.W. Norton & Co., 1999), p. 254.