Post-9/11, America’s sense of invincibility was shaken. The dotcom bubble had burst, there was war with Iraq, and eco-angst was becoming mainstream, as evidenced by impressive sales of the Toyota Prius. For escapism, self-expression, and even romantic connection, America turned to tech. Geeks were the new superheroes, and the iPod and iPhone reigned supreme, both commercially and creatively. Social media began its unstoppable rise, with MySpace and Facebook pushing brands to get more interactive with consumers. Prestige dramas—The Sopranos, Mad Men, and Breaking Bad—populated the small screen, while Netflix swapped mailing DVDs for streaming content, the reality TV star was born, and Paris Hilton decreed, “That’s hot!”.