This time, culture is clearly in the service of economics. But it need not always be so. Our Estonian society is also a society of achievements and therefore, it can progress at the same rapid pace that our technology does. I argue for a happy medium: Where we embrace the things we love from the West, but don't lose our appreciation for the things that make us special. Perhaps, one day, we will recognize something in "English mass culture" that is quintessentially Estonian and come to speak of the influence of Estonian mass culture on the west. I hope I can help make that happen.