[...] Wallace, who recognized that Derrida had "successfully debunked the idea that speech is language's primary instantiation" (Lobster 84), agreed that the effect advertising had of highlighting the complexity and impurity of all discourse could only be responded to by acknowledging one's own implication within this "system of general writing." One must begin by recognizing the lack of any transcendent, absolute, Archimedean point from which to judge the authentic from the inauthentic, the sincere from the manipulative, truth from ideology, and so on.