The Lizard Brain is not just about marketting. I'm telling you, google it, you'll see how profound and impact it has on your life. Be aware that many decisions are not made by your reasoning powers. They are rationalized/justified by your reasoning powers. The Lizard Brain subconsciously made the decision for you, and since you don't want to look stupid and weak, the cortex gets involved in covering up what is really a knee-jerk reaction.
Seriously interesting stuff.
Rapaille has some interesting things to say. Interestingly enough, most fortune 100 companies have employed the man. This says as much about his credibility as it does about the actions of his employers.... are they really agreeing with him, or do they hire him to look like equals among their peers?
Both interpretations are supportive of the Lizard Brain theory, the second is the LB in operation.