Mark Mothersbaugh:

"One of the things we learned at Kent State was protesting isn't the way to change things in this country, because when they get tired of you, and when the government finally is irritated enough, they just shoot you. Like they did at my school. So we thought, who's changing things…and we were looking around and we thought… Madison Avenue, that's who changes the world. They get you to buy stupid cars, eat food that's not good for you, buy clothes you don't need and you're happy at the end of it.

We just thought well, what if we use those techniques in reverse, and figured out a way to talk to people about reverse evolution, talk to people about how to change the trajectory of the planet. We looked for ways to add hooks into our songs but our whole idea was just to get people to come in, find out what we were. If they liked the song, they’d buy the album, and then they'd listen to the album and hear “Jocko Homo” and or they'd hear “Too Much Paranoia,” or they'd hear the last line in a “Beautiful World": "It's a beautiful world for you, for you, but not for me." And the videos were made to show that."