I completely agree that business can be more than just commerce. I actually love my current gig for that very reason. I would love it if companies that value lo

I completely agree that business can be more than just commerce. I actually love my current gig for that very reason. I would love it if companies that value local commerce and community responsibility could co-opt our typical idea of business back into something bigger. But language tends to go the way of our cultural stories, and the question here is, which narrative about business is dominant -- the narrative of disconnected douchey 1-percenters or the more benevolent narrative put out there by companies like American Apparel? Unfortunately, it would seem that the former is what our society tends to associate with 'business' and 'branding', and companies like American Apparel (assuming you, er, buy into their whole story of championing local industry) haven't turned that tide. Maybe someday. For now, imo, Mad Men still rule the day.