It may look basic by today’s standards, but this early application for Milko gave users their first taste of controlling content by way of a simple editing feature. It’s difficult in retrospect to question the logic. Matias can still make a salesman’s case. But culture is not easy to tabulate in contracts, and, not for the first time, a local agency felt the hostile embrace of a global acquirer. The media mindset of Aegis was very different. The philosopher in Matias quotes Upton Sinclair: “It is difficult to get a man to understand something when his salary depends upon his not understanding it!” Aegis did not understand Farfar. They soon bought Isobar, and Farfar now had an internal competitor. The global Swede found that there was a jungle out there that was not so welcoming. He saw the bad side of Brazil when travelling there for an industry conference. He tweaked the whiskers of the jaguar. Following one of the giants of the Brazilian agency world onto a stage at a conference, he remembers half the audience getting up and leaving. He said to the remainder: “Guys, old media just went out of the door.” The giant, “heard that, drinking his cocktail outside, and he came back, furious. He said: ‘I want to ask you a question.’ I declined: ‘I have my speech to do.’” The organizers improvised a debate at the end of his session, but the fury did not wane.