Paul, I agree that it makes no sense to market to millennials as a group. What the hell good does it do to market luxury automobiles and yachts to those millennials who have college loan debt up the wazoo, and who have no knowledge of, or even interest in anything other than the latest smart phone and newest apps, and who are working at dead end jobs? Because some millennial marketing “guru” tells us that the world revolves around millennial’s buying choices? My experience is that most prophets of millennial market domination fall into one of two categories: 1) Marketers, themselves often millennials, who have discovered how to manipulate apparent millennial response to their marketing efforts in ways that cause clients to mistake that response for conversion to sales, or 2) those who fail to recognize that there is an entire world of goods and services that exists outside the confines of their millennial virtual reality. Part of the push to make it all about millennials and the market they constitute is that the prophets of millennial marketing don’t seem to know anything else.