"Brand buyers are acting dumb when they buy. Phrases like 'no
one got fired for buying IBM' translate today to 'no one got fired
for buying Microsoft'. It is shorthand for 'I know you don't
understand what you are doing but if you buy X you will be OK'.
Similarly Dolce & Gabana buyers may or may not have style,
taste and discernment (like Bruno) but they don't need to be so
blessed. They just need to buy the brand.
"This begs the question though, how to get folk to buy into
'free, unbranded, open source software' (fuoss). Who buys into