The picture can be taken two ways, either that the customer (Nolan) is in charge and getting what he wants, but the more predominant impression is that the terminal is in charge of the customer! And that is not what the marketing message is if you read it. In fact, just the opposite. The way I look at it is a bit tongue-in-cheek and conveys the real intention of uWink, which is to use the power of addiction. It is almost sinister. I have thought of comparing uWink to casinos and the analogy is powerful. Controlling the last 18 inches is either about giving the customer what he wants.. or giving the customer what he wants until it becomes a powerful need... The basic power of Marketing. In any event, it may appear threatening to some, but it is eye-catching and powerful in it's own way... the sunglasses are a dead giveaway and definitely could be classified as "over the top".
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