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T-Mobile’s structured, commercial spontaneity

I have not unmixed feelings about T-Mobile’s “spontaneous” dance fest in London’s Liverpool Station. (You can see it here. You can see the making of it here.) On the one hand, it’s a very cool event, and people seemed to like it. On the other, I think I’d feel a bit betrayed if I found out that my joyous dancing was actually part of a commercial.

So, overall, thumbs up, and kudos for creativity. But just a bit of pucker of distaste for commercializing the flash mob vision. Not that anyone asked me.

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