A friend asked me why I need a classic glass bottle of Coca Cola to take a picture of Fight Club by Chuck Palahniuk. I didn't understand her question since I knew she had read the book before. Fight Club is not about a men who can't sleep and his brain creates an alter which is a better and "awoken" version of himself. It's about realisation. It's a true rebellion against expected social norms which are strongly connected to new life order. To me, Coca Cola is the best example to understand how capitalism work. The constituents of Coke are primarily caffeine, salt and sugar. A rather simple theory is that caffeine is a stimulant as well as a diuretic which makes you urinate. The 55 mg of sodium per can makes the consumer thirsty. The sugar is used to hide the taste of the salt. The consumer then wants to keep drinking the product due to dehydration. This could be regarded simply as good business, the company not engaging in anything illegal.* Next time you decide to drink some coke, you'll know it's not just a beverage, it's a symbol of something more.