The issue of Che Guevara's relevance is two-fold. Primarily, his life represents the archetype of revolutionary in the late 20th century political theater. On the other hand, the blatant and nothing less than pornographic whoring of his image vividly illustrates the dangers of mediated manipulation and recontextualization of a threatening personality. It would be a sad, but telling, fate if Che ended up only being remembered as fashionable martyr-rebel icon for Madsion Avenue. The imperative here is to not become seduced by the advertized images and empty slogans; but to see through it into the complexities and, at times, difficult aspects of the extraordinary human being that was Che Guevara.