Misha’s end goal is obscure. Has his spiritualism led him to forsake all capitalism and commercialism? Has he become some sort of neo-communist? Or, has he come to see that some brands are better than others and that a market can only be safe when there is a marketer-prophet such as himself around to clean house? The film is riddled with political and occult symbolism, which itself raises questions about the subconscious, primitive, and archetypal “branding,” while the plot itself sparks interesting and important questions about how influential advertising and marketing really are. Just how malleable are human beings, really? How much or how little control do we have over our decisions?