Consume, Consume! Video Footage of Retail Establishment Opening at Reston Town Center, Semiotic Brand Self-Extension Fulfilled

This isn't quite as cool as earlier videos about Reston Town Center, but here is some "exciting" footage of consumers lining up to enter the grand opening of a certain retail establishment at Reston Town Center on Saturday morning, then being applauded by the store's employees for their propensity to self-identify with a consumer product -- the full extent of the semiotic confluence of "brand" as lifestyle playing out before our very eyes. Please to be noting the ever-vigilant security guard, ready to leap into action at a moment's notice if some over-crazed consumer attempted to jump the line to be the first to buy one of those, whadayacall it, "i-Phones."

It's all very exciting for the Apple Store, but we don't recall similar levels of mass hysteria when, say, the Eyewear Gallery opened.