… imagine you go to a farmers market and the largest cheese booth abruptly explodes in a conflagration of fireworks that give way to a giant logo of that cheese producer in the sky.

You might be confused and wonder if you are in the right place. Your friend said this was the best place to buy the highest quality cheese. You just wanted cheese. Instead you got an ad for cheese. And the cheese is now a pile of rubble.

And in this case, the cheese vendor’s logo is now burned into that particular piece of sky for all eternity.

Seems weird, right?