Our attitude towards the extinction of existing animal species is comparative to the attitude existent after the birth of mass culture created during the 1920s pre-depression era. During this era there was a rise in mass advertisement of many products including popular kinds of candy that still exist today. The birth of mass culture created a nonchalant attitude toward many problems that existed including the birth of the depression. This same mass culture still exists today in what could be considered a pre-mass extinction era reminiscent to the years just before the ice age when the disappearance of our planet's megafauna occurred.