'All that was once directly lived', wrote Debord, 'has become mere representation.' Nowhere is this dictum more starkly illustrated than in the case of Che, who, in the four decades since his death, has been used to sell everything from china mugs to denim jeans, herbal tea to canned beer [...] Today, Che lives! all right, but not in the way he or his fellow revolutionaries could ever have imagined in their worst nightmares. He has become a global brand.