Humans are frail and mortal, yet their culture outlives any single life. The chapter shows how psychology, culture, cultic activity and economics together carried people beyond the limits of the body, and why advertising, like religion, rests on passing information, creating value and building trust.
Religion can be seen as the circulatory system of society, and advertising as the circulatory system of the economy. The prologue explains how the authors arrived at this hypothesis and what it lets us see.