An early description of the way contemporary culture is now full of re-creations and themed environments was provided by Umberto Eco. In a brilliant essay, Eco saw that we create these realistic fabrications in an effort to come up with something that is better than real -- a description that is true of virtually all fiction and culture, which gives us things that are more exciting, more beautiful, more inspiring, more terrifying, and generally more interesting than what we encounter in everyday life. In his description of Disney, Eco also saw that behind the facades lurks a sales pitch. Put these ideas together and you have a succinct characterization of the age, which is forever offering us something that seems better than real in order to sell us something. That makes Umberto Eco one of the forerunners of contemporary thinking on this subject.