For years auto makers have realized they’re not in the transportation business but in the image business. People care more about how the car looks than how many miles it gets.

Cialis, it seems, has decided that it’s in the insurance business. Asking whether you’ll be ready when the right moment arrives is a counter intuitive insurance play. It’s insurance as a reward rather than insurance as protection. Most insurance is protection against some dreaded event -illness, accident, theft even death. But Cialis offers a reward for those who take-out its brand of impotency insurance. The pay-off is performance.

Like all insurance Cialis’ is time bound: it lasts 36 hours. At about a buck a pill that’s a pretty good deal. It’s about 3 cents an hour to be ready willing and able. Had Mark Mc Guire known about it when he was setting home run records he might have stayed off steroids.

The only down side is the risk of a four hour erection, in which case you’re advised to seek medical help. That’s the bit I don’t understand. Why would you want a doc to spoil the reward?