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As long as they are kept inconspicuous, I don't mind. If I'm watching a film and the spy is running from a small army, looks for a car on the street and says "Ah! A 2006 KIA Sorento; it will provide me with the speed necessary to outrun these fiends, yet give me a ride so comfortable I will feel like I'm floating" then I will get a bit pissed off (for an example, see "I Robot"). If it's just Coke getting their name put on the cans in the movie, I'm not going to cry about it.
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"Few people are capable of expressing with equanimity opinions which differ from the prejudices of their social environment. Most people are even incapable of forming such opinions." - Albert Einstein
"Wise men talk because they have something to say; fools, because they have to say something." - Plato
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