'In the advanced state of soap addiction and dependency, we the consumer need [soap], and the manufacturers sell it to us. The transaction is smooth, effortless-they make it, we buy it, use itOne can't refuse to read/recognize a brand name-it's there, loaded into RAM (computer memory) for instant recall. How did the associations get set up? Who slipped them in when we weren't looking?' (H. Piggott quoted in a letter to Richard Hamilton from 1994, S. Kent, Shark Infested Waters: The Saatchi Collection of British Art in the 90's, London, 1994).