In January of last year the Moviemania chain of movie theaters started propping its popcorn in canola oil, instead of the less healthful coconut oil that it had been using until then.

If an energy company struck oil, or an entertainment firm created a new movie franchise, investors would pour money into its stock, but the price would remain tethered to reality.

Many of us don't care what brand of oil goes in our car as long as it does the job, and we don't care what label is on the DVD player when we have a movie night at home.