Commodification and Car Modification

I found this reading to be a bit difficult to focus on, either because of the general negative tone I kept reading into it or the excessive automotive comparisons. While I'm not one for vehicles, he did have this sort of idea of mass-produced individuality that really stuck with me. I find this particular topic interesting- taking something everyone can have, and tweaking it to make it "mine." I instantly thought of Marcel Duchamp's L.H.O.O.Q.(you know, the one where he slapped a mustache on the Mona Lisa and called it a day.) Though Duchamp's intent may not have been quite that, I feel like the result may still be applicable to this instance. While this sort of artistic commodification and mockery seems to throw Hickey into a bit of a fit, I feel like it gave the art world some much-needed humility in a sense. Sometimes it's good to step back and take a break from taking things so seriously.