Well, I am delighted. When I referred back to the interestingness video by Jeffre Jackson of the planning firm Open Intelligence Agency I heard the quote about reading ads again but wondered who Howard Gossage was. I looked on the Wikipedia (which I find more useful than Google for specific leads and information - and for checking student essays for plagiarism), but there was no reference. Though maybe I spelled it wrong. So I went back to Google and found a terrific tribute site to Howard Luck Gossage - The 'Socrates of San Francisco' and advertising's 'most articulate critic'. I can't understand why I had never heard of Gossage, even if only through quotations or reputation. He seems to have been lost in the literature - at least in this part of the world. Gossage certainly counts as The One Only and an iconoclast of high distinction. I enjoyed learning about his concept of The Extra-environmental Man (person, if you want to be anachronistically PC about...
It's like you got yesterday, today and tomorrow, all in the same room. There's no telling what can happen.