Nashat Becker, "How the Homeless Crisis Was Hyped," in The Economics of Life (New York: McGraw-Hill, 1997), pp. 175-76; the chapter was adapted from a 1994 Business Week article by the same authors. 91 the invention of chronic halitosis: The strange and compelling story of Listerine is beautifully told in James B. Twitchell, Twenty Ads That Shook the World: The Centurys Most Groundbreaking Advertising and How It Changed Us All (New York: Crown, 2000), pp. 60-69. 91 george w. bush as a make-believe cowboy: See Paul Krugman, "New Years Resolutions," New York Times, December 26, 2003. 92 not as much rape as is commonly thought: The 2002 statistics from the National Crime Survey, which is designed to elicit honest responses, suggests that the lifetime risk of a womans being the victim of unwanted sexual activ- ity or attempted unwanted sexual activity is about one in eight (not one in three, as is typically argued by advocates). For men, the National Crime Sur- vey suggests a one-in-forty incidence, rather than the one-in-nine incidence cited by advocates. 92 not as much crime as there actually was: See Mark Niesse, "Report Says Atlanta Underreported Crimes to Help Land 1996 Olympics," Associated Press, February 20, 2004. 93-109 Sudhir Venkateshs Long, Strange Trip into the Crack Den: As of this writing, Venkatesh is an associate professor of sociology and African Ameri- can studies at Columbia University. / 93-99 The biographical material on Venkatesh was drawn largely from author interviews; see also Jordan Marsh, "The Gang Way," Chicago Reader, August 8, 1997; and Robert L. Kaiser, "The Science of Fitting In," Chicago Tribune, December 10, 2000. / 99-109 The particulars of the crack gang are covered in four papers by Sudhir Al- ladi Venkatesh and Steven D. Levitt: "The Financial Activities of an Urban Street Gang," Quarterly Journal of Economics 115, no. 3 (August 2000), pp. 755-89; " Are We a Family or a Business? History and Disjuncture in the Urban American Street Gang," Theory and Society 29 (Autumn 2000), pp. 427-62; "Growing Up in the Projects: The Economic Lives of a Cohort of Men Who Came of Age in Chicago Public Housing," American Economic Review 91, no. 2 (2001), pp. 79-84; and "The Political Economy of an American Street Gang," American Bar Foundation working paper, 1998. See also Sudhir Alladi Venkatesh, American Project: The Rise and Fall of a     Modern Ghetto (Cambridge, Mass.: Harvard University Press, 2000). / 104 Crack dealing as the most dangerous job in America: According to the