Last week saw the last installment of the final chapter of The Rêves, which was both exciting and depressing. I’m in the process of figuring out what to serialize next. In the meantime, here’s the very first installment of the Post, which is the first half of the first short story in a collection consisting of a number of connected short stories following a series of different main characters, all of it culminating in a novela set during the wedding of the mayor’s daughter.
Oddly enough, it’s actually set in the same year as The Rêves, but was written way before COVID, unlike the latter work, which was written during. The whole thing was inspired by a rather unusual purchase I noticed in line late one night at the local drug store, although it was not a Walgreens.
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THE ROCKY ROAD FROM WALGREENS
I can’t believe how crowded it is at four in the morning in the 24-hour Walgreens on 7th in the Jewelry district. It’s your typical urban storefront business, taking up the entire ground floor of a 12-story building erected in 1923. Once upon a time, its footprint probably comprised multiple stores. Then again, in those days, specialization was everything, so that the bakery, butcher, deli, dry goods, grocer, liquor, newsstand, pet, pharmacy, stationary, and toy departments were their own individual businesses.
There’s a reason they call them supermarkets, superstores, big boxes and… face it, those terms are retro. I really mean Amazon Alphabet. Same idea. Everything available under one big metaphorical roof, delivered by the same drone army. Except for those of us, rich and poor, who buy local. Like me, this very morning.
Above the store are tons of apartments. I’d read somewhere one time that this building has the equivalent of just over five acres of living space in it. For some reason, most likely the lack of proximity to schools, there are also several hundred registered sex offenders living in it. This might explain why this particular Walgreens has adult magazines, although they come wrapped in discreet black plastic with only the title logo, date, price, and UPC code printed on the outside in stark white. Well, UPC in black bars in a white box, but there’s nary a VQR or AQR code showing, for reasons that should be obvious.
As I wait in line, I glance out the windows, not missing the irony that this Walgreens is directly across the street from a similarly-situated Rite Aid — they’re direct competitors — although it’s only the Walgreens that is open 24 hours a day.
I can’t believe that anything down here is open all night long, but a few years back, right when they finished the Purple Line extension, the city started paying pharmacies in certain areas to stay open, providing them with armed, on-duty LAPD officers, two per storefront.
The real razón de ser for the extended hours is that the city also subsidizes them to keep a good-sized supply of naloxone auto-injectors on hand to be administered for free by the rotating staff of ever-present nurses (these subsidized by the county) in order to prevent yet another needless opioid death. Yes, this sort of defeats the whole “auto” part of “injector,” but by the time most of these people make it in the door, they’re on the edge of not being able to do anything ever again.
Before the program, it wasn’t uncommon to walk down certain city blocks in the morning and have to step over the bodies. They were as prolific as those e–rental scooters had once been, and just as annoying. At least the scooter companies had all folded after the perfect triple disaster. First, pissed-off residents had started vandalizing and trashing the things almost from the beginning, one annoyed citizen becoming an infamous folk hero for tossing them into the Venice canals. Certain cities banned them outright, starting with Beverly Hills, then extending to Burbank, Glendale, Malibu, and West Hollywood. Next, an endless parade of hackers kept pumping out what they called “Scoot Free” apps that would fool the system into not charging riders, and they would defeat every new patch as soon as it came out in the longest known run of continuous Zero Day Exploits ever perpetrated.
This was just about the point that the original scooters that had survived started to hit 5,000 miles of use, at which point a terrible flaw suddenly revealed itself. Because some manufacturers had gone cheap, the batteries in the things would explode with enough force to launch the entire handlebar assembly into the air at least a hundred feet — or about thirty-two if the average hapless rider didn’t think to let go. Ironically, this was one of the few times that obesity saved lives by reducing the launch altitude to a survivable height (yay, physics?), although dislocated shoulders were very common.
Those companies had all either gone bankrupt or moved to other endeavors before the summer of 2025. But that really has nothing at all to do with why this Walgreens is so crowded at four in the morning on a Tuesday in April. I’m thirteenth in line with two checkers on duty behind the dozen registers and, it being four in the morning, everyone looks extra bad — especially more so under the fluorescent lights. I’m trying to imagine what circle of hell this resembles through the 16K HD cameras that are watching us all from every direction when I notice the customer in front of me.
He’s twelfth in line, and he has only two items — both of them family-size twelve-packs of toilet paper that I can see are labeled “triple-ply” and “ultra-absorbent.” (Ah, “ultra” — that super meaningless advertising buzzword!) I look at his face, general demeanor, and hollow desperation in his eyes, and put it together quickly. Junky. Up until probably this morning, when for some reason he couldn’t score, and the inevitable end result of suddenly going off of a powerful constipating agent is probably just starting to kick in and he knows it.
Well, isn’t this going to be fun?
I shift the pint of Häagen-Dazs rocky road from my right hand to my left to warm up my fingers and wonder how long this is going to take. My ice cream run is an occasional indulgence, although it’s usually just in and out. I have no idea why tonight is so different. Still, I know I have time, since they keep the freezers cold enough here that the ice cream stays at brick consistency for ages.
On the other hand, the glacial pace of the line isn’t giving me any confidence. I have to wonder what the hell all these people are doing up at this hour. In my case, it’s simple. I had business to conduct online in real-time with Hong Kong, Melbourne, and London simultaneously, and the only time that synced them up was a window that had started two hours ago, even if it meant that Melbourne had to stay a bit past office hours. I’m used to it, everything turned out very well, and so my ice cream run was a bit of a celebration of a job well done.
As for the rest of these people, though? It’s doubtful that any of them have just completed a multi-billion dollar deal. Most of them seem to have come here desperately seeking relief from some great physical malady. I can see that a lot of them clutch small cardboard boxes that are strapped to security devices three times their size.
Small enough to steal easily, expensive enough to care about — ergo, cures for the torments that steal the sleep of humankind. You never see those security devices on playing cards or Scotch tape, either of which can vanish into a pocket in a second. And the customers’ distresses were etched deeply into their faces and even distorted their bodies. Hell, if I were a casting director, half of these people would make it onscreen for the next Zombie or Medieval Plague thing to be shot. The other half would probably land on the exciting new reality show Poor Life Choices!
Meanwhile, the flat screens are everywhere around us, scrolling through a series of happy images of stock-photo people of all possible demographic combinations as they enjoy freedom from acne, allergies, arthritis, athlete’s foot, bloating, constipation, cramps, depression, diarrhea, ED, hemorrhoids, migraines, social anxiety, and more. (Name your malady, it’s up there.) All of these seem to involve exuberant poses on stark white backgrounds or frolicking somewhere in nature with an implied loved one or family. The predominant color palette outside of white and various tones of human flesh involves “serious medicine” blue and “snap out of it” red, both of which happen to be Walgreens logo colors.
What? I’m in the psychology of marketing. I know how this shit works: All too well, especially on those who haven’t been vaccinated against it. But as I stand here waiting for the line to take one more Sisyphean step on its way up to the summit of catastrophe, I realize that I’m standing in a pile of anti-vaxxers, to use the quaint term from my college days before we got real and called them what they really are: pro-diseasers. Except that these people don’t avoid vaccinations against the diseases we finally did kill (again) like measles and polio. They embrace the ones we still can’t kill, like capitalism, commercialism, and corporatism, all of which are ultimately fatal.
Well, fatal unless you’re actively spreading them, in which case they confer a weird immunity on you which is called wealth. But that’s neither here nor there. And, anyway — ooh. Look at all the shiny hope they’re advertising on those screens!
And as the people in line distract themselves with the magic totems of HEALTH and HAPPINESS and SATISFACTION and LOVE and SEX and POWER being projected at them, I start to distract myself with the people in line and, sure enough, it’s a parade of all of the typical personas we create and manipulate in the lab before we take them into the field.
Oh. Pardon my jargon. A “persona” is a profile created by marketing people to describe a segment of the target audience for a particular brand, product, or industry. Generally, a company will have three or four, ranked in order from most loyal customer down to “not loyal, but still buys our shit.” And yes, thank the Lords Zuckerberg and Brin, because creating personae became so much easier once social media exploded and everyone became all the more willing to unknowingly complete marketing surveys with every single click. What? You think those free personality quizzes are there just out of the kindness of someone’s heart? Nope.
Remember these important words: “If a company is willing to give you something for free, then you are the product.” If you’re fine with selling yourself for nothing, then great. It makes my job much, much easier.
A consequence of this, though, is that I’m always hunting personas in the wild and, like I said, this place is full of them.
Look right now — there’s a “Karen.” She’s with checker number two. Well, Karen is the general industry term. In my shop, we refer to her as “Expired Yoga Pants.” I watch as she wastes a good ten minutes predictably bringing up the “Nordstrom Argument,” as in, “You should give me what I want because Nordstrom will refund anything without a receipt!” I wonder if she knows that a policy like that would drive a company out of business fast.
TL;DR: Nordstrom was infamous for allegedly actually giving refunds for anything, whether they sold it or not, with the classic example being a tire, or tires, or snow tire, or snow tires, returned for a cash refund from either an experienced clerk, a new and confused clerk, or the founder of the store himself, in either Nome, Fairbanks, or Seattle. In other words, the story is complete bullshit, even though you’ll hear it in business classes to this day as an example of “The customer is always right.”
By the way, “the customer is always right” is also bullshit. The correct version is “you should always make the customer feel like they’re right.” A huge difference, because you maintain goodwill either way, although the correct version is generally impossible to achieve with a Karen.
Now, while I’m watching Expired Yoga Pants go into high dudgeon at the young woman behind the counter, I realize that the guy in front of me has started nodding up and down, and I can hear him saying the rosary under his breath in Spanish, picking up the words “Santa Maria, madre de Dios ruega por nosotros los pecadores…”
“Perdóneme, señor,” I ask him, “¿Usted está enferma?”
He glances at me with a mixture of surprise and suspicion — white guy speaks Spanish? — then replies quickly, “No, no señor. Estoy bien. Sólo es que está muy temprano.”
Before I can reply, our conversation is ended when the customer at the counter pulls the ultimate “Karen” and screams, “I want to talk to your manager,” I can almost hear some of the other people around me shrug in glee when the tiny transwoman behind the counter, who can’t be more than 19, quietly replies, “I am the manager. I won’t be talked to like that. Get the fuck out of my store. And don’t come back. Bitch.”
So much for the customer always being right. Sometimes, the business is so much more right.
Expired Yoga Pants huffs out without her goodies and, I suppose, if everyone in this line at four in the morning on a Tuesday in April weren’t so desperate to check out and get relief, there might have been some kind of applause. Or at least smiles.
All the time that “Karen” was taking up the manager’s time, the other checker is being monopolized by… well, there’s no marketing persona for this one in my industry because, frankly, we don’t care, so we don’t even spend time collecting their data. At least my shop came up with a creative name for them — “Bathtubs.” As in… they’re usually white, mostly empty, going out of style, and circling the drain.
Yeah, cruel maybe, but they’re not a victim of marketing, they’re a victim of capitalism and time — although not quite a victim in the sense you’d think. My grandfather told me that what I’d heard about his father was true: When people back then retired, they could afford to do all kinds of shit. Travel. Maybe go back to school and learn new things. This bathtub’s generation wasn’t victimized by capitalism and time by having too little of either. Rather, he was victimized by having too much of both.
People like him are also victims of themselves. They grow old and die because they refuse to stay young and think.
Casinos, cruise lines, hotels, manufacturers of all kinds of assistant devices, pharmaceutical companies, and resorts market to these people hand over fist. Why? Because the good times of three quarters of a century ago meant that they actually retired with lots of money and pensions they could live on and they probably owned real estate that they bought for a few thousand dollars that is now worth a few million. I don’t deal with those industries, although I’d guess that they probably call their versions of their personas Thurston and Lovey — either that or Rich Uncle Pennybags.
But those people must have been a total fantasy, right? I’ve heard rumors that they existed, but I think they all finally died out around the turn of the century. The ones that survive now, the bathtubs, are their kids more likely. And it’s really sad to see how being forgotten by society grinds them down to… stubs, really. Or… no, there’s probably a better word (note to self: pitch this idea tomorrow, although we’ll never market to it) Yo-yos. An alleged toy from their youth that describes what they do — they keep coming back to what they know.
Which is why I watch this old man pause for at least twenty seconds between every step of this fucking transaction, and it makes me want to throw things at him.
Clerk: “That will $55.23.”
(Take your time to view a streamer on your dev here.)
Yo-Yo: “Fifty… fif… uh?”
(Loop that vid about four times, we’ll get back to you.)
Clerk: (heroically) “Yes. Yes. How do you want to pay?”
Yo-Yo: “Oh… kay…”
And then begins the epic drawing of the sword. No, sorry… the wallet. The ancient wallet full of actual money that is laboriously pulled Excalibur-like from one of the pockets of the ill-fitting and ridiculously colored shorts that this Yo-yo wears over black socks and sandals. Yes, it’s on a chain. Yes, it has too many snaps and zippers, and yes, it’s as much a mystery to him today as it was the day that his granddaughter gave it to him ten years ago because she had no other ideas and found it when she stopped to get FroYo in a strip mall on the way to his 75th birthday party.
This is about the point where I resist the urge to ask him how he even got here or if he knows what year it is. Hell, what century? And if you think that’s being snarky, sorry. But by the time I’m that old, I’m pretty sure we’ll have cured it, and migrated off of the planet anyway.
Or we’ll all be dead. Did I mention that, a week ago, it snowed here? And today it was 110. Four in the fucking morning and it’s still 85 degrees out. In April. A week after it snowed.
Between the time that “Karen” has come and gone and Yo-Yo is halfway to counting out two dollars, some kid who’s probably about fifteen hits the other counter. He’s riding a one-wheel, busily dictating a text into the headphone/mic dangling from his left ear, and has about fifteen items in his basket. Damn if he doesn’t get them all out to be scanned in something like ten seconds, is swiping the pring on his left hand over the paypoint even before the checker announces the total and has bagged everything before she smiles and says, “Have an okay day!”
He was in and done in less than half a minute. God, I love this generation, whatever they decide to call it, although one commentator, I forget who, suggested Generation Yuzz, because that was the first letter “Beyond Z” in the Dr. Seuss book of the same name. I suppose it would also work as Generation Yass, because these kids get shit done fast.
Oh yeah — kids his age fall under a persona we call “Jacobella,” named for the two most common baby names of the decade they were born in, and nicely also delineating the idea that they really don’t believe in any kind of binary designation, whether it comes to gender, race, sex, sexual orientation, political belief, religion, or… anything. They are definitely not generation “Either/Or.” They are generation “Yes, and more.” And they are the first generation which we have not broken down by gender or sexual orientation because, honestly, that would be impossible and pointless.
They’re a tricksey bunch for marketers because they’d rather spend their money on experiences, preferably ones they can share with their friends, or spend it on loved ones or give it away to charity. Of course, the oldest of them are only just about to graduate high school, so they’re living at home, and the youngest of them haven’t been born yet, but they’ve been monetizing their lives since at least fourth grade and will probably either live at home until well into their 30s or move into group homes with at least twenty people sharing an open loft or warehouse space in the seedier parts of the edges of the centers of town, like DTLA.
In other words, in five years, about six blocks south of here, between Pico and the 10 and Hope and Lebanon, is going to be full of Yuzzes, but that will only last for about five years before the Millennials smell money and gentrify the hell out of that place, too.
But I do digress… The end result of a Jacobella following up the “Karen” and beating out the Yo‑Yo is two customers down, eleven to go, and I could continue to tick off the marketing personas all night long, except I won’t, because when we got to ten to go (another Yuzz, only buying one thing, in and out, five seconds), something I should have predicted happened.
Remember the guy in front of me? The one buying bulk TP and nothing else at that hour? The one with the wild eyes and desperate look? I pegged it — a junky who’d suddenly been knocked out of the saddle, and was soon going to face one really, really major need.
See, when you’re on any variation of the opiates that don’t kill you, a very interesting thing happens. Your intestines nope out, your asshole shuts up for the week, and everything in your digestive system turns into cement. Boom. Locked. Your anus treats your shit like it’s the gold in Fort Knox.
All well and good, until somebody lets the Night Watch go, at which point it doesn’t take long before the dragon melts the walls, the castle gates open up and the troops all flee. (Sorry about the old streamy metaphors, but I had a nostalgic rewatch of that classic HBO tits and dragons series a couple of weeks ago. )
The tub of ice cream in my hand has just barely started to soften, but I can tell by El Vaquero’s expression that his stool has gotten a lot softer, and he’s not going to make it through the gauntlet of remaining personas, which include such gems as All the Things, Chatty, Coupons, another Karen, Price Check, Sloth, and “What?”
When he’s about eighth in line, I hear the quiet but unmistakable, “¡Chingadas!” so I calmly step back…
If you’d like more from the rest of the book, let me know in the comments, and thanks for reading.
Photo Credit: City Hall, DTLA, taken by the author, © 2017 Jon Bastian