I remember back in 1991 I was reading American Psycho, the Bret Easton Ellis novel about the yuppie serial killer and sexual sadist who was also fixated on material luxury items – Hermes ties, Bruno Magli shoes, Corneliani suits, cashmere gloves and other fetishistic items – that served as a kind of shorthand for his psychoses. His obsessive fixations were at first distracting and then after a chapter or so became part of the rhythm of the novel so that I stopped noticing them and began to participate in the flow of the narrative. Personally, however, I think it is a dubious proposition that a 14-year-old boy is going to be confused about whether Bell sponsors the latest edition of any Electronic Arts game . . .