Wynter, L. (2002) p.135 -138

Ask yourself a few questions about race and marketing in America. Why is Muhammad Ali, once typecast as an overbearing, anti-American, draft dodging acolyte of the Nation of Islam, now a national treasure and gold plated name that major marketers would kill to rent?

The simplest answer is that Transracial America sells. Transracial American marketing revises the myths of American identity to reflect what was always real. The seIling of Transracial America is really the result of thousands of discrete and seemingly unconnected creative decisions in casting, marketing, and advertising.

Blackness (or nonwhiteness) now suffers less and less of a discount in the marketplace, while whiteness commands less and less of a premium.