Many were increasingly of the opinion that they'd all made a big mistake in coming down from the trees in the first place. And some said that even the trees had been a bad move, and that no one should ever have left the oceans.
And then, one Thursday, nearly two thousand years after one man had been nailed to a tree for saying how great it would be to be nice to people for a change, one girl sitting on her own in a small cafe in Rickmansworth suddenly realized what it was that had been going wrong all this time, and she finally knew how the world could be made a good and happy place. This time it was right, it would work, and no one would have to get nailed to anything.
Sadly, however, before she could get to a phone to tell anyone about it, a terribly stupid catastrophe occurred, and the idea was lost forever.

This is not her story.

But it is the story of that terrible stupid catastrophe and some of its consequences. Preface

"And the wheel," said the Captain, "what about this wheel thingy? It sounds a terribly interesting project."
"Ah," said the marketing girl, "well, we're having a little difficulty there."
"Difficulty?" exclaimed Ford. "Difficulty? What do you mean, difficulty? It's the single simplest machine in the entire Universe!"
The marketing girl soured him with a look. "All right Mr. Wiseguy," she said, "you're so clever, you tell us what color it should be."

"Well, you’re obviously being totally naive", Said the girl, "When you’ve been in marketing as long as I have, you know that before any new product can be developed it has to be properly researched. We’ve got to find out what people want from fire, how they relate to it, what sort of image it has for them."
"Stick it up your nose," he [Ford] said.
"Which is precisely the sort of thing we need to know," insisted the girl. "Do people want fire that can be fitted nasally?"