"Certainly, sir," the man said. But what he took from the rack and slid across the counter was an unfamiliar green-and-yellow pack.

"Do try these, sir," he suggested. "They contain an anti-cough factor. Ever notice how ordinary cigarettes make you choke every once in a while?"

urckhardt said suspiciously, "I never heard of this brand."

"Of course not. They're something new." Burckhardt hesitated, and the man said persuasively, "Look, try them out at my risk. If you don't like them, bring back the empty pack and I'll refund your money. Fair enough?"

Burckhardt shrugged. "How can I lose? But give me a pack of Chesterfields, too, will you?"

He opened the pack and lit one while he waited for the elevator. They weren't bad, he decided, though he was suspicious of cigarettes that had the tobacco chemically treated in any way. But he didn't think much of Ralph's stand-in; it would raise hell with the trade at the cigar stand if the man tried to give every customer the same high-pressure sales talk.

The elevator door opened with a low-pitched sound of music. Burckhardt and two or three others got in and he nodded to them as the door closed. The thread of music switched off and the speaker in the ceiling of the cab began its usual commercials.

No, not the usual commercials, Burckhardt realized. He had been exposed to the captive-audience commercials so long that they hardly registered on the outer ear any more, but what was coming from the recorded program in the basement of the building caught his attention. It wasn't merely that the brands were mostly unfamiliar; it was a difference in pattern.

There were jingles with an insistent, bouncy rhythm, about soft drinks he had never tasted. There was a rapid patter dialogue between what sounded like two ten-year-old boys about a candy bar, followed by an authoritative bass rumble: "Go right out and get a DELICIOUS Choco-Bite and eat your TANGY Choco-Bite all up. That's Choco-Bite!" There was a sobbing female whine: "I wish I had a Feckle Freezer! I'd do anything for a Feckle Freezer!" Burckhardt reached his floor and left the elevator in the middle of the last one. It left him a little uneasy. The commercials were not for familiar brands; there was no feeling of use and custom to them.

But the office was happily normal—except that Mr. Barth wasn't in. Miss Mitkin, yawning at the reception desk, didn't know exactly why. "His 

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