William Gibson - Pattern Recognition

She concentrates on bubbles rising through her almost untouched Pils. Trying to remember everything she's ever heard or Googled about Bigend's origins, the rise of Blue Ant: the industrialist father in Brussels, summers in the family's villa at Cannes, the archaic but well-connected British boarding school, Harvard, the foray into independent production in Hollywood, some sort of brief self-finding hiatus in Brazil, the emergence of Blue Ant, first in Europe, then in the UK and New York.

The stuff of lifestyle pieces, many of which she's read. And Margot's experience, which Cayce had shared, secondhand but real time, all this having to dovetail now with the knowledge that Bigend is himself some sort of follower of the footage, for what reason she can only guess. Though she finds that she is starting to guess, and doesn't like it.

She looks up. “You think it's worth a lot of money”

Bigend looks at her with absolute seriousness. “I don't count things in money. I count them in excellence.”

And somehow she believes him, though it's no comfort.

“Hubertus, what are you getting at? I'm contracted to Blue Ant to evaluate a logo design. Not to discuss the footage.”

“We're being social.” And that's an order.

“No we're not. I'm not sure that you ever are.”

Bigend smiles, then, a smile she hasn't seen before, less teeth and perhaps more genuine. It is a smile she suspects is meant to indicate that she has made it across at least the first moat of his persona, has become to some extent an insider. That she knows a realer Bigend: lateral-thinking imp of the perverse, thirty-something boy genius, seeker after truth (or at least functionality) in the markets of this young century. This is the Bigend that invariably emerges in the articles, no doubt after he's gotten to the journalist with this smile and his other tools. “I want you to find him.”

“Him.”

“The maker.”

“'Her'? 'Them'?”

“The maker. Whatever you need will he put at your disposal. You will not be working for Blue Ant. We will be partners.”

“Why?”

“Because I want to know. Don't you?”

Yes. “Have you considered that if we find 'him,' we might interrupt the process?”

“We don't have to tell her she's been found, do we?”

She starts to speak, then realizes she has no idea what she's about to say.

“Do you imagine that no one else is looking? Far more creativity, today, goes into the marketing of products than into the products themselves, athletic shoes or feature films. That is why I founded Blue Ant: that one simple recognition. In that regard alone, the footage is a work of proven genius.”

BIGEND drives her back to Camden Town, or rather in that direction, because at some point she realizes he's gone past Parkway and is switch-backing up the streets of what she recognizes as Primrose Hill, the closest thing London has to a mountain. Blue plaque territory, although the only name she remembers from walking here with Damien is Sylvia Plath's. A more upscale area than Camden. She'd had friends who'd lived here, once, and had sold their attic flat for enough to buy an Arts and Crafts in Santa Monica, a few blocks from Frank Gehry.

She isn't feeling easy with any of this. She doesn't know quite what to do with Bigend's proposition, which has kicked her into one of those modes that her therapist, when last she had one, would lump under the rubric of “old behaviors.” It consisted of saying no, but somehow not quite forcefully enough, and then continuing to listen. With the result that her “no” could be gradually chipped away at, and turned into a “yes” before she herself was consciously aware that this was happening. She had thought she had been getting much better around this, but now she feels it happening again.

Bigend, a formidable practitioner of the other side of this dance, seems genuinely incapable of imagining that others wouldn't want to do whatever it is that he wants them to. Margot had cited this as both the most problematic and, she admitted, most effective aspect of his sexuality: He approached every partner as though they already had slept together. Just as, Cayce was now finding, in business, every Bigend deal was treated as a done deal, signed and sealed. If you hadn't signed with Bigend, he made you feel as though you had, but somehow had forgotten that you had.

There was something amorphous, foglike, about his will: It spread out around you, tenuous, almost invisible; you found yourself moving, mysteriously, in directions other than your own.

“You've seen the guerilla re-edit of the most recent Lucas?” The Hummer rounds a corner set with a pub of such quintessential pub-ness that she assumes it is only a few weeks old, or else recently reconfigured to attract a clientele its original builders could scarcely have comprehended. A terrifyingly perfect simulacrum, its bull's-eye panes buffed to an optical clarity. Glimpsing, inside, a red-haired woman in a green sweater, open-mouthed, raising a glass in apparent joyous toast. Then gone, the Hummer galloping up a short and darker stretch of residential, then another corner. “They seem particularly to pick on him. One day we'll need archaeologists to help us guess the original storylines of even classic films.” Another corner, tight. “Musicians, today, if they're clever, put new compositions out on the web, like pies set to cool on a window ledge, and wait for other people to anonymously rework them. Ten will be all wrong, but the eleventh may be genius. And free. It's as though the creative process is no longer contained within an individual skull, if indeed it ever was. Everything, today, is to some extent the reflection of something else.”

“Is the footage?” She can't help herself.

“That's the question, isn't it? The maker has been positioned, via the strategy, outside of that. You can assemble the segments, but you can't reassemble them.”

“Not at this point. But if he ever assembles them, then they can be reassembled.”

“'He'?”

“The maker.” She shrugged.

“You believe that the segments are parts of a whole?”

“Yes.” Zero hesitation.

“Why?”

“It doesn't feel so much like a leap of faith as something I know in my heart.” Strange to hear herself say this, but it's the truth.

“The heart is a muscle,” Bigend corrects. “You 'know' in your limbic brain. The seat of instinct. The mammalian brain. Deeper, wider, beyond logic. That is where advertising works, not in the upstart cortex. What we think of as 'mind' is only a sort of jumped-up gland, piggybacking on the reptilian brainstem and the older, mammalian mind, but our culture tricks us into recognizing it as all of consciousness. The mammalian spreads continent-wide beneath it, mute and muscular, attending its ancient agenda. And makes us buy things.”

Cayce takes him in, a sidewise glance. In that moment's silence seeing him unsmiling, and perhaps very much who he is.

“When I founded Blue Ant, that was my core tenet, that all truly viable advertising addresses that older, deeper mind, beyond language and logic. I hire talent on the basis of an ability to recognize that, whether consciously or not. It works.”

She has to admit to herself that it evidently does, as he brings the Hummer to a halt at the verge of the steep park. Grass soft-looking under mirror-world lamps. The legend Damien told her, which she can't now recall: a sort of English Icarus, who flew from here, or crashed here, long before the Roman city. The hill a place of worship, of sacrifice, of executions: Greenberry, prior to Primrose. That Druid thing.

Bigend doesn't bother to unfold his parking permission, surely the truest modern equivalent of the freedom of the city, but climbs out, putting on his Stetson in that same fussy way, and marches toward the hill's unseen crest. Lost for a moment in darkness between lamps. Cayce follows him, hearing the Hummer's chopped-off security-groan as he thumbs the button on his key. No path for Bigend, but straight on, climbing, Cayce bringing up the rear, hurrying to catch up, mentally kicking herself for letting him play her this way. Fool! Walk away into the night, down to the canal and along it to the locks. Past homeless men drinking cider on benches. But she doesn't. The grass, longer than it looks, wets her ankles. Not a city feeling.