"Star Trek is an ideal bellwether of our times," said Robert Kozinets, an assistant professor of marketing at the Kellogg School who has been studying Star Trek consumer behavior since 1995. "Right now, it is expressing American society's hunger for a sense of direction, of right and wrong, good and evil. Haven't any of these dumb butts heard of the Bible?
It isn't that they lack direction, it is that they reject the directions provided them.
Tuor