Richard Baxton piloted his Recon Rover into a fungal vortex and held off four waves of mind worms,

Richard Baxton piloted his Recon Rover into a fungal vortex and
held off four waves of mind worms, saving an entire colony.
We immediately purchased his identity manifests and repackaged him
into the Recon Rover Rick character with a multi-tiered media campaign:
televids, touchbooks, holos, psi-tours--the works.
People need heroes. They don't need to know how he died clawing his
eyes out, screaming for mercy. The real story would just hurt sales,
and dampen the spirits of our customers.

-- "Mythology for Profit"
Morgan Stellartots Keynote Speech