Greg, a 30-year-old business school student, went dumb when I asked him how he felt about the incestuous connotations in the "Here's to Twins" Coors ads. The look of incredulous annoyance on his face -- it read, "What the hell is your problem?" -- was one I would come to know well. I would also come to know that explaining I have no problem, but am simply wondering why it is that the implicit sexual relationship between twin sisters sits just fine with him, and in fact strikes him as fucking awesome, was not only futile but cruel. I had no idea that asking men to analyze the biological relationship between Diane and Elaine Klimaszewski would be like asking a 7-year-old to analyze the time frame for Santa's worldwide toy delivery schedule.