
The Miserable Bedspread — On Mistaking Marketing for Science
In One Hundred Years of Solitude, when the gypsies bring a flying carpet to Macondo, José Arcadio Buendía stands unmoved. “Let them dream,” he says. “We’ll do better flying than they are doing, and with more scientific resources than a miserable bedspread.” He is the rationalist in a village of magic—the one man insisting on understanding how things actually work rather than being dazzled by how they appear. Then he ties himself to a chestnut tree and never recovers. …








