The range of reactions.

"Body Worlds" is a touring exhibit of plasticized diversity--the human insides of many different kinds of people at different stages in their lives. Visitors perceive and react to the exhibit in many different ways. Like the reactions to Campbell's in pink, reactions to the Body Worlds are pro and con, profound and simple. The bodies, organs and nervous, circulatory, digestive, and skeletal systems displayed in Body Worlds disturb, disgust, delight, inform, illustrate, educate, horrify, exhilarate and clarify.

* "Wow, look at that twisted hip. I can see why it hurts so much."

* "Is this art or science?"

* "Who would donate their body to this horror?"

* "Look at the size of the pancreas--I had no idea."

* "Exercise is amazing--even the skeleton changes. I never thought that the inside could look as different as the outside."

* "This is making me sick. Let's get out of here."

I found the range of reactions even more fascinating than the range of body parts. It made me realize that marketers pay little attention to ranges. Sales and profits are found in averages, niches, and commonalities within groups. Politicians never used to pay much attention to fringes either--they get elected by getting votes from groups that find something in common with the candidate. In today's world, it is fringes that are often terrifying and sometimes educating the mainstream.