Emeritus Prof Christopher May<p>Am I the only one who sees <a href="https://zirk.us/tags/Barbenheimer" class="mention hashtag" rel="nofollow noopener noreferrer" target="_blank">#<span>Barbenheimer</span></a> as an outstanding exercise in <a href="https://zirk.us/tags/guerillamarketing" class="mention hashtag" rel="nofollow noopener noreferrer" target="_blank">#<span>guerillamarketing</span></a> & not an organic outpouring of fandom?</p><p>Am I being too cynical?</p><p>Is it really an exercise in <a href="https://zirk.us/tags/consumer" class="mention hashtag" rel="nofollow noopener noreferrer" target="_blank">#<span>consumer</span></a> agency, as the <a href="https://zirk.us/tags/media" class="mention hashtag" rel="nofollow noopener noreferrer" target="_blank">#<span>media</span></a> seem to be trying to establish?</p>