MDMA is called 'Ecstasy' as a marketing ploy. Alexander Shulgin, who first used the term, said he preferred the name 'Empathy' as it was a word more fitting with the drug's effects, yet he believed that the name Ecstasy would sell better than Empathy. Naming, branding, marketing - not even drugs escape this logic. The MDMA commodity had to be re-enchanted to appeal to a new breed of consumers. The chosen name rings eerily of perfume names: Eternity, Escape, Miracle... evoking emotional associations, suggesting a lost or elusive spiritual dimension in your life. Exploiting aspirations, fostering regression. Club culture is not immune from this trend; this liminal space promises sensuous contact and a self-transcendence that is missing from our mundane reality. Does the rave approximate a Church, Disney World or a 'youth detention camp'? Has the alternative culture of acid house been domesticated - the rapture contained and smothered in regulated and commodified leisure sites? As carnival created a culture of the ludic that offered fleetingmoments of indulgence and resistance in marginal, interstitial sites, the ecstasy-fuelled experience of clubbers represents both an implicit indictment of our anaemic quotidian and a compensatory solution. When Japan Airlines doesn't take you to your destination, you might wonder if you really wanted to go there.