STEVE FAUX-PEZ STRIKES AGAIN
Big-city newspapers love to hire columnists to do "man of the people"-style columns, the Mike Royko, Jimmy Breslin kind of writer who, ultimately, sounds the way the city feels. There are still a few good ones out there. The L.A. Times' Steve Lopez isn't one of them. Since joining the Times after a long run at the Philadelphia Inquirer, "Man of the People" Lopez has managed to get a few points across:
a) We don't pay enough taxes.
b) We REALLY don't pay enough taxes.
c) There is nothing outside of Silverlake, downtown and East L.A. The rest is open space, and the edge of the world is the 105 Freeway.
So he's a Man of Some of the People, people who, the best I can determine, all live in Silverlake and Los Feliz and wish the government would take more money out of their paycheck so they can really feel like they've done something to, you know, contribute to society, although they DO write a check every year to KCET. (This is how the entire L.A. Times staff feels, evidently- a couple of weeks ago, in a searing indictment of the accuracy of the Zagat guide, ombudsman David Shaw actually decried how the guides reflect a trendy Westside mentality while noting that he lives in the more down-to-earth, real-people neighborhood of Silverlake. There is no self-awareness at the Times)
Sunday's Steve Lopez, Man of the People column, however, reached a new height of Man of the People-ness. This week, Steve did a brave, exciting new thing, something he actually had to venture all the way across the 5 freeway to Atwater Village (why, that's practically Glendale!) to accomplish. Ready? Here's his grand achievement:
He went to Costco. For the very first time.
Now, this kind of exotic adventure isn't for the faint of heart. As Steve Lopez, Man of the People says, he's been out of step on this one:
- I'm a hopeless coot in some ways. I once traveled the nation reporting on how superstores had helped bulldoze the American landscape, crushing entrepreneurial spirit and obliterating the character and history of a thousand towns, all for a $1.99 savings on a 12-pack of tube socks.
You may think he's just being facetious here, but he really does think this way. However, he's ready to change, for research purposes:
- But Mom and Pop are as dead as Main Street, and Wal-Mart plans to build dozens of mega-stores in California. We're obviously headed for the day when one store the size of Montana sells everything, most of it made in China, with illegal immigrants cleaning the floors at night.
Damn those discounters! They've killed Mom and Pop, destroyed Main Street. Although I'm not sure where Main Street in Silverlake is- maybe it's where the boutiques on Sunset are.
So Steve Lopez, Man of the People, signs up and ventures in:
- Don't hesitate, I told myself. The whole economy is based on people shopping, shopping, shopping, whether they need anything or not. If you've got big, you need bigger. That's why Costco has a Philips 60-inch TV ($1,499).
Yes, all those people pushing carts are buying $1,700. TVs. People actually like to take the money they've earned and buy things for themselves, Steve- what else do you want them to do with it? Are we supposed to work and earn money and then not spend it? Maybe it would be better to live in a country where nobody can earn enough to buy anything but rice and beans and a '57 DeSoto, because then nobody would feel guilty about buying "luxury" items.
Oh, and while he fought the temptation to buy things he likes- mustn't seem like an Ugly American Consumer- he did take the opportunity to make a cheap Fat American joke:
- I found the strength to resist, though, just by watching other shoppers herd through the chutes with items such as the eight-can Cattle Drive Chili Party Pack ($7.99). Many of them did not appear to be strangers to the 35-pound Chef's Pride Liquid Frying Shortening ($15.39).
So Steve wandered around the store taking notes, getting in a few tax cut shots and trying to come up with a way to end the column, and, finally, does so by noting all the people lined up to buy all those useless things and musing:
- This must be why everybody drives a huge vehicle, and in another example of great marketing by Costco, a bright and shiny new 2003 half-ton GMC Yukon XL was parked just outside the store and listed at $43,229.
"Ignore the Sticker Price," read the sign in the window. "Members Pay Less."
That's the end of the column.
No, really, that's it. That's the punch line.
And they PAY him for that.
Summary: Steve Lopez, Man of the People, finally decides to explore a Costco store and is appalled by the fat, acquisitive people there. It's all quite distressing, in a "humorous" way that "real" "Angelenos" will be able to "identify" with. See, the rest of us are also affluent trendoid Silverlakers who disdain chain stores and people from the "other side" of the hill, who exist to be lampooned when not being ignored, so we can laugh along with Steve as he...
...oh, right, I live south of the 105. Therefore, I don't exist.
Maybe I should move to Silverlake. I'll bet I'd identify with Steve Lopez, Man of the People then. I might even be one of the People of whom he's the Man.
Next week: Steve Lopez, Man of the People, tries the self-service pump at the 76 station, with hilarious consequences. Don't miss it.
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