Does it not now seem that, in the ‘70s, the marketing people were trying to sell to parents, not to the kids? What else can explain the prevalence of TV ads throughout the decade saturated with cowboy imagery - the likes of Golden Nuggets, Texan Bars, the Milky Bar Kid… and Buckaroo!? The thing is, mums and dads had most likely been children themselves in the post-WWII era and would’ve been brought up on Saturday Matinees, John Wayne flicks and Wild West adventure serials. Somebody, somewhere decided that these were the folk who had the disposable incomes (nobody having yet invented the concept of “pester power”).