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The Gollum Impact — "The ring itself although, stays unchanged by Smeagol-Gollum, even because it transforms and consumes him. It is very important word that the One Ring doesn’t truly destroy Gollum until its personal finish is imminent; it retains Gollum alive to serve. I need to give you this thought as a place to begin for understanding Gollumization: consumerism will not be about people consuming merchandise. It’s about merchandise consuming people."
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