Theologian Michael Horton notes that is not the church that is forming the minds of our children; it is the advertisers of famous products. Horton writes:

One marketing professor explains, "There are only two ways to increase customers. Either you switch them to your brand or you grow them from birth." The president of a chain of children's specialty stores says, "All of these people understand something that is very basic and logical, that if you own this child at an early age, you can own this child for years to come. Companies are saying, 'Hey, I want to own the kid younger and younger and younger.'" A General Mills executive adds, "When it comes to targeting kid consumers, we at General Mills follow the Proctor & Gamble model of 'cradle to grave.' We believe in getting them early and having them for life." Finally, the president of a leading ad agency declares, "Advertising at its best is making people feel that without their produce, you're a loser. Kids are very sensitive to that. … You open up emotional vulnerabilities, and it's very easy to do with kids because they're the most emotionally vulnerable."