Vancl, a start-up that intends to go public soon, is satisfying both consumers' desire for instant gratification and their growing brand-consciousness (or dislike of pirated goods).

Writes Brand of his riddle: "I asked the question of Gregory Bateson at a point in our interview when we were lost in contemplation of the function, if any, of consciousness — self-consciousness."

"Without that, the Nokia-Microsoft handsets will just be a single option or two for consumers, not enough to elevate the brand into the mainstream of consciousness," Mr. Jeronimo said.