Jim McGuigan has done it again. The complex cultural machinery hiding behind the apparently simple 'facts of life' still fresh in our collective memory, has been pulled out from its hiding, exposed, disassembled and put together again, and showed in action of shaping up its products; all that done to the benefit of us all - simultaneously producers and product of the life we share. Another great contribution to cultural studies; and to our understanding of the world notorious for defying/escaping understanding. This is exactly what we need 'cultural analysis' for' - Professor Zygmunt Bauman, E.