“We Buy Gold” is a book about the phantom authority that is everywhere: signs. In our daily lives, we are constantly viewing graphics, labels and advertisements. There are labels that attempt to define a area, restrict some from entering and others not, and overall act as a authority that commands we follow there instructions. Similarly, signage is used to advertise, and can be seen on architecture, clothing, motor vehicles, etc. We become the Über consumer, buying everything in sight and at high velocity. We live according to what the signs dictate for us.