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- Throughout this story, Cuadros is critical of his billionaire subjects, but he doesn’t denounce them. In some of them that he finds admirable qualities. But he is aware that the myths told about them and that they tell about themselves are deeply damaging. The closest he comes to a putdown is when he asks employees of the office of Jorge Paulo Lemann (who became the richest man in Brazil after Eike’s fall, and owns Burger King, Budweiser, and part of Heinz), to name some “new thing” he had created, as an “entrepreneur” properly should. They didn’t respond with any examples, and he writes: “A recent Heinz investor presentation touted innovations that included yellow mustard and hot sauces. It’s like creative destruction without the creative part.”