Arthur C. Clarke penned a story called Watch This Space about scientists releasing a sodium cloud over the moon that becomes luminescent when exposed to the sun's rays. Of course, a nefarious advertising agency ensures that the cloud is released in the form of its cola company client's logo, achieving "the greatest advertising coup" in history.

It has become hip to become prepared. "Prepping" is a growing industry. Outfitter Cabela's is capitalizing on it, growing from a low of about $5 a share in 2009 to today's current $52 with, among other items, backpacks, first-aid kits, camouflage, concentrated nutrition bars, edged weapons, multi-tools, signaling devices, anti-microbial water bottles and, of course, Mylar survival blankets.

Why scratch open the never-quite-healed scars the Grand Inquisitor and his guards slashed into your soul, when you can enjoy freshly lanced spiritual wounds courtesy of the new Russian writers, who were featured at the Javits Center during the first week of June for Book Expo America.