Attention nerds: retailers are extremely interested in your imaginary nerd money. And they're coming into your nerd land to woo you! Specifically by purchasing all types of "dynamic in-game ads" in the new version of The Sims—a computer game featuring attractively rendered digital versions of nerds performing mundane tasks such as washing dishes and going to the grocery store, which are "fun" only in comparison to the sad isolation and anomie of the modern nerd's real life. Not only can you buy virtual Ikea furniture and H&M clothes in a pallid simulacrum of the American dream; now, you can play in a world free of the unrelenting pain of your everyday existence:
"Suppose your Sim had a tough day, or the Sim kids are out of control, maybe the Sim worked out — that could be a moment for that particular [brand of] pain relief," [a Sims branding exec] said. "And they take that pain relief and feel restored, better rested ... less on edge."