The "No Logo" folks are just beginning. They do not need to calm down, they need to organize and expand. Why on earth should someone be proud of branding Coke? It's over-priced sugar water. It gives people cavities and diabetes and makes them fat. The fact that you convince millions of people that it is a cool thing to be associated with Coke is just sad. Do something useful with your life. Brand environmental movements. Brand the "slow food" movement. Brand solar panels. Selling your soul to a corporation is not cool and is becoming decidedly less so.