http://news.bbc.co.uk/1/hi/magazine/6977844.stm I see that Neil Boorman who a year ago burned all his branded goods, has now published a book, "how I learned to live with labels". The whole thing is very hypocritcal of course as all this is, is a cheap trick to try to create brand Boorman. i.e. he hopes we will in future buy other works from him based on his reputation created through this work. In other words, a brand... However, it raises the question of just how far could you go with AV brands? I mean, I know I can buy unbranded cables at the computer fair or ebay? But an unbranded TV or DVD player? Even the cheapest of supermarket brands still has a brand... So, apart from growing your own food and kniting your own clothes, it seems that in most cases you simply cannot do anything but buy a brand, av being a good example.