For the moment we might very well can them DUNNOS (for Dark Unknown Nonreflective Nondetectable Objects Somewhere).
I had a go at changing history - maybe not all by myself - I fought at the battle of Normandy, I slogged through the Ardennes, and I celebrated the liberation of Paris on the streets with beautiful French girls throwing flowers at me. I said good-bye to my first true love and discovered what I really wanted to do with my life.
Today's consumers are eager to become loyal fans of companies that respect purposeful capitalism. They are not opposed to companies making a profit indeed, they may even be investors in these companies - but at the core, they want more empathic, enlightened corporations that seek a balance between profit and purpose.