Picture this: The radio alarm awakens you at 6:00 a.m. A friendly voice says, "Good morning! Another lovely day is being brought to you by your Great Uncle Max. Enjoy it!" Climbing out of bed, you get into the shower. As you finish waking up, you remember that your Great Uncle Max provides the water that flows through the pipes and the electricity that lights the bathroom and the bedroom and drives all the appliances you’ll use when you get to the kitchen.

Great Uncle Max’s name appears on all the labels in your clothes and in the fine print on the cans and jars and boxes in the cupboards in your kitchen. Uncle Max holds title to your house and car and is the beneficiary for your savings, life insurance, and investments. On the way to work, the billboards tell you things like, "Uncle Max …