London, June 2008. Faced by a concave animated advertising hoarding, travel weary heads gaze on, distracted from reality by moving pixels. Then an advert for the medium appears between the products, selling to the sellers. "Welcome to London's newest form of advertising...we hope it captures your imagination," it states. The thought of peoples imaginations behind steel bars comes to mind, detained in advert-land, devoid of free thought and individuality! A virtual camp x-ray. I don't want my imagination captured, thank you very much.