In The New Yorker, by far the most fascinating thing I've read about OWS. Speaking of the movement a few days ago, I said "After all,  if you want people to buy your product, you have to advertise." And I thought I was pointing out an irony. Not at all: it was from the very beginning very deliberately a marketing effort. 

“It’s easy to generate cool if you have the bucks, the celebrities, the right ideas, the right slogans,” he says. “You can throw ideas into the culture that then have a life of their own.”

"Cool" has had a lot more to do with the would-be revolutionary youth movements of post-World-War-II U.S. and Europe than is generally recognized.