We have to make some radical move to get the attention of everyone. Cheaters can't win and steroids has put us in the position that it's OK to cheat.
One thing that got me started on it was the jean jacket. It's an item that could make you believe you're in the 50s or punk-rock 70s or grunge 90s. I was really focused on timelessness, and I think music is very timeless.