In a book of essays with that title , the process of turning counterculture rebellion into profit-making opportunity that does absolutely nothing to challenge the status quo is described in various settings , such as Nike ( which used William S. Burroughs to sell sneakers ) and the films of Quentin Tarantino ( always hip but scrupulously content-free ) .
All companies say they are challenging the status quo , but are really being sell-outs .