The imagination is a muscle. If it is not exercised, it atrophies.

Adults follow paths. Children explore. Adults are content to walk the same way, hundreds of times, or thousands; perhaps it never occurs to adults to step off the paths, to creep beneath rhododendrons, to find the spaces between fences.

Fiction can show you a different world. It can take you somewhere you've never been. Once you've visited other worlds, like those who ate fairy fruit, you can never be entirely content with the world that you grew up in. Discontent is a good thing: discontented people can modify and improve their worlds, leave them better, leave them different.

There are people who think that things that happen in fiction do not really happen. These people are wrong.

When you're starting off as a young writer, you look at all the stuff that's gone before and the stuff that's influenced you, and you reach the ladle of your imagination into this bubbling stew pot of all of this stuff, and you pour it out. And that's where you start from.

The issue here is Coke's intent. If they want Quaker Oats' businesses, they have the financial muscle to get it done.