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The stickers and boomers of Idaho s Treasure Valley

RW-REPLACE-TOKEN

On the way to church each week I pass the Great American Neighborhood. It’s one of at least five developments in my area living under that registered trademark. The development company says it builds “places as special as the people who live in them.” It’s a fascinating notion, customizing a place to folks who are not yet there, and one so pretentious that only late capitalism could have dreamed it up. We want everything—even the cornfield to which we have not yet moved—to speak our name.