When someone deploys the terms "cynical" and "grifter," you needn't read past that: the projection is strong with that author
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I won't append "cynical" or "grifter" even to the most egregious plutocrats. They're performing a class role, but I don't care about the content of their hearts, the way Jesus giving the sermon on the mount might have cared (but really, he exhorts you to care about YOUR heart)
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The fact that members of the "smart set" are out there calling their market rivals "cynics" or "grifters" is their way of slapping "organic fair trade" on their own packaging. Ignore it and move on
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It's akin to them purporting to "do the work" more than you "do the work" if you question some half-baked bit of conventional wisdom they're repeating. "NOW WITH 1000% MORE DOING THE WORK...ALWAYS HERE FOR IT...THE BRAND YOU LOVE TO SEE"
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