“Celebrity is terrific to throw light on something… because the fact is that the media is the fourth branch of the government.” So spoke Rob “Meathead” Reiner, architect of California’s recent 50-cent cigarette tax increase.

And he’s right. Celebrity endorsement unleashes tremendous public reaction. If Oprah can cripple the meat industry by uttering one sentence, what do you think would happen if Leonardo DiCaprio vowed to boycott restaurants until (pick your product) was outlawed … or banned… or heavily taxed?