Sure, but the idea is the 18-34 set is developing brand loyalties, so when they actually do have money the marketing will pay off. Cars are a good example. I'

Sure, but the idea is the 18-34 set is developing brand loyalties, so when they actually do have money the marketing will pay off. Cars are a good example. I'm pushing 50, and when I go to buy another car I'll probably buy a Toyota, because I've had good luck with that brand. The other carmakers can spent a trillion dollars on marketing and it's not going to influence me in the slightest. But people who don't have any experience with cars beyond dad's hand-me-down jalopy are going to be more receptive.