You take the word lurid, Rickenharp thought, and you put it raw in a vat filled with the juice of the word appeal. You leave it and let the acids of appeal leach the colors out of lurid, so that you get a kind of gasoline rainbow on the surface of the vat. You extract the petro-rainbow on the surface of the vat with cheesecloth and strain it into a glass tube, dilute heavily with oil of cartoon innocence and extract of pure subjectivity. Now run a current through the glass tube and all the other tubes of the neon signs interlacing Freezone’s Walk.