swashbuckling approach to commerce and conspicuous consumption. >> we definitely do have people who have become celebrities just from being rich. i'll take the trumps as an example. their celebrity is generally that they are rich. >> donald trump has ventured into gambling and professional football and says he could negotiate a nuclear disarmament treaty with the soviet union. >> they say he's land hungry, money hungry, power hungry. >> the power is nonsense. i love the creative process. >> what about the name of trump city? trump tower we're sitting in. trump plaza. trump castle? >> it sells, mike. all i know is -- >> that's all it is? >> it has nothing to do with the ego. all i know is it sells. >> what do you do? >> security. >> we don't need security. we have people outside. >> leona helmsley was the wife of harry, one of the mayor, much bigger than trump, real estate developers in new york. >> i asked for something. i did not get it from you.