"With this device," continued Cam, "Edgar Rice Burroughs would not have to have spent weeks playing with nonsense syllables before styling his hero 'Tarzan'." He guided Ev to a specially constructed chair at the table, rolled up one sleeve, applied the clamp to his bicep. "The machine provided evaluation of alternate names on the basis of blood-pressure fluctuation. Till now, we've had to operate on the basis of a cumulative group reaction, with the obvious disadvantages of all group samples. With Everett & Associates, we may well have a single-unit, perfectly representative sounding board." "Roll 'em, Curt. Ev, if this works, you've made the consultant roster." "I trust that involves geetus," replied Ev. Curt dimmed the lights. On the screen, three heraldic cornets sang a fanfare, followed by floating banners: "POSSIBLE TITLES FOR THE SOWLES MOVEMENT" This dissolved to an aerial view of the 20th Century war (mostly clips of the Normandy landings). The camera picked out one brave, clean column (new footage) and zoomed in on the device at its fore: A Cross of Lorraine with a Star of David at its center. Superimposed wavy letters faded in: "THE NEW CHURCH MILITANT" Curt studied the dial with the aid of a pocketlite, and made a notation. The scene and the martial music faded out, to be replaced by stock footage from medieval epics: Peter the Hermit exhorting knights to smite the Saracen, the clash of Mediterranean men o' war, chivalric pageantry featuring again the cross-and-star: "CRUSADE FOR OUR TIME" The eyes of the super-mongoose gleamed in the shadows as Curt took the reading. Next came a montage of heroic scenes from two millennia of history: from Agincourt to Iwo, from the villagers marching on Frankenstein's castle to the Four Freedoms conference at sea. One familiar strain underscored all the stirring action; its key words flamed to life: "SOWLES' CHRISTIAN SOLDIERS" Everett's familiar emitted a shrill squeak. Curt gasped, "Cam! Right off the dial!" "All right, Curt! Hit the lights.... We won't bother with the rest." "What devil's work _is_ this?" demanded the cadaverous Sowles, blinking as the lights went on. "Father, for the first time in the history of mass opinion manipulation, we are scientifically certain, in advance, of optimum response. Everett and his Telempathetic _Gestalt_ have proved to be the equivalent of the world's largest survey sample. In the past, whenever a product was about to be launched on the board waters of the American mercantile ocean, but lacked for a sobriquet, prides of copywriters and other creative people huddled late into the night fashioning Names, from which the entire marketing strategy would flow. Remember the Ocelot, Curt?" "Lord, will I ever forget it. 18,000 names!" "On behalf of our airplane account, gentlemen. Of those 18,000 names we dreamed up for the 1981 model, some truly ridiculous labels crept in when fatigue and inbred mental circumlocution weakened our defenses."