"That's one small step for (a) man, one giant leap for mankind." Neil Armstrong came up with that line, one of the most memorable in history, himself, with the help of his wife. If the moon landing happened today, NASA would hire a marketing firm to do two years of research and come up with multiple alternatives. They'd try the different lines out on focus groups, probably have congressional commi

ttees review them. The winning quote, which would rhyme or produce some ghastly acronym, would be the subject of a carefully planned viral marketing campaign and a tie-in with a fast-food chain, which would emblazon the quote on collector drink cups and its marquees, probably with an improperly used apostrophe.