As for its comic potential to prompt people to adopt a flurry of fake names, he says anything that makes a service a more fun experience has got to be a plus point.

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Godin rarely complains about anything so when he does do a critique it makes people sit up and listen.

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He insists in court papers that he never even makes lawyer jokes or anything that could tarnish the profession.

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"I have no idea what makes this stylish or how it's different from anything else here, " he says.

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He hops all over the globe, and his method makes it impossible to develop anything in depth (you really have to see this movie twice in order to fully see it once), but he has a sharp tongue, moral urgency, and an amazingly fluent way with actors.

NEWYORKER: Syriana