"The corporation shapes surfing. The corporation pays for performance. The corporation pushes the message. The corporation wins over those who buy the line. Anyone who surfs for themselves, rides boards from their own space, distances themselves from as much bullshit as is possible is doing a beautiful job." Derek Hynd
http://www.liquidsaltmag.com/2010/11/derek-hynd/
Usually that point in the interview would be the signal for name dropping every corporate shaper's tree identity the interviewee can think of.