“You could say that we’re all hallucinating all the time and when we agree about our hallucinations, that’s what we call reality. But sometimes this consensus breaks down dramatically, begging the question, ‘What is real?’ ”

Like when Payless opened a fake store recently and called it Palessi. They sold Payless bargain-brand shoes at astronomical prices:

“Party goers, having no idea they were looking at discount staples from the mall scene, said they’d pay hundreds of dollars for the stylish shoes, praising the look, materials and workmanship. Top offer: $640, which translates to an 1,800 percent markup, and Palessi sold about $3,000 worth of product in the first few hours of the stunt.”

There is no reality. There is only story.