If you ever logged into iTunes in hopes of downloading some groovy new organistrum music, then you've run right smack into "it." If you ever went to your local camera shop in hopes of trying out a new rangefinder camera, film camera, or even to buy some film, then you've also run right smack into "it." "It" is the invisible wall that separates your tastes from a generation's. "It" is a mile thick barrier of public opinion that stands immutable between you and your goals. "It" should never exist, but "it" always shall.