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Cooper is smart enough to be a coward. He knows what was true then and, sadly, is still true today. Will white consumers abandon a product once its brand is too black? Yes, they will. Will black consumers abandon a product once its brand is too black? Yes, not wanting to be stereotyped, they will. Even as multicultural image campaigns rightly lobby for more and better black representation in commercials, and as much as America now embraces the endorsement of certain black celebrities, the politically incorrect truth is that there’s a tipping point. The moment a product is “ghetto,” white consumers are gone—and then black consumers are gone, too.