We all like to think we're independent-minded. Sometimes, however, commercial slogans shape our priorities more than they should. I once joked with a former co-worker that I would have returned his call sooner, "but I had to call First Option Mortgage first. (The fact that I didn't have my mortgage through them didn't deter me.) After all, they're 'the people you call first.'" Fortunately, he remembered their slogan and understood.