It's time to introduce media-ed into school curricula, just as we now have phys-ed. We need books like these to be accessible to kids, and to reach kids. Kids need to understand the processes through which they are hooked; so much deliberate exploitation of human weaknesses, so much disregard for what the consumer really needs. Here's to hoping addictive media will soon be treated as the next tobacco industry. Because the best antidote to corporate-generated addiction is a lot, a lot of awareness of its risks.