The ideology of this America wants to establish reassurance through imitation. But profit defeats ideology, because the consumers want to be thrilled not only by the guarentee of the good but also by the shudder of the bad.
"You cannot believe what you are saying." "Well, no. Hardly ever. But the philosopher is like the poet. The latter composes ideal letters for an ideal nymph, only to plumb with his words the depths of passion. The philosopher tests the coldness of his gaze, to see how far he can undermine the fortress of bigotry."
"I have never doubted the truth of signs, Adso; they are the only things man has with which to orient himself in the world. What I did not understand is the relation among signs. . . . I behaved stubbornly, pursuing a semblance of order, when I should have known well that there is no order in the universe." "But in imagining an erroneous order you still found something. . . ." "What you say is very fine, Adso, and I thank you. The order that our mind imagines is like a net, or like a ladder, built to attain something. But afterward you must throw the ladder away, because you discover that, even if it was useful, it was meaningless. . . . The only truths that are useful are instruments to be thrown away."