one begins slowly to take in the profundity of frank rich, for whom the bp oil spill, let us say, is almost as significant as the season premiere of mad men. i just want to remind him that someone actually wrote the script, not by channeling the voice of an entire era but by sitting there typing. cool. now write your own shit. rich doesn't really appear to be able to connect the script of mad men to anything in particular; he just uses it the way david brooks uses...reality.