“If you don’t play, you lose. There was a Ukrainian woman at the market selling big red apples. ‘Come get your apples! Chernobyl apples!’ Someone told her not to advertise that, no one will buy them. ‘Don’t worry!’ she says. ‘They buy them anyway. Some need them for their mother-in-law, some for their boss.’”

“If you don’t play, you lose. There was a Ukrainian woman at the market selling big red apples. ‘Come get your apples! Chernobyl apples!’ Someone told her not to advertise that, no one will buy them. ‘Don’t worry!’ she says. ‘They buy them anyway. Some need them for their mother-in-law, some for their boss.’”

— Svetlana Alexievich