Pynchon's (excellent) Inherent Vice, pg 119:
Doc was in the toilet pissing during a commercial break when he heard Sauncho screaming at the television set. He got back to find his attorney just withdrawing his nose from the screen.
"Aah...." collapsing on the couch, "Charlie the fucking Tuna, man."
"It's all supposed to be so innocent, upwardly mobile snob, designer shades, beret, so desperate to show he's got good taste, except he's also dyslexic so he gets 'good taste' mixed up with 'taste good,' but it's worse than that! Far, far worse! Charlie really has this, like, obsessive death wish! Yes! he, he wants to be caught, processed, put in a can, not just any can, you dig, it has to be StarKist! suicidal brand loyalty, man, deep parable of consumer capitalism, they won't be happy with anything less than drift-netting us all, chopping us up and stacking us on the shelves of Supermarket America, and subconsciously the horrible thing is, is we want them to do it..."
"Saunch, wow, that's..."
"It's been on my mind. And another thing. Why is there Chicken of the Sea, but no Tuna of the Farm?"
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