there's a new billionaire in town. he's 40 years old, his town is new york city, and he's made his money mainly from manhattan real estate. he puts his name on almost everything he builds -- says it's a symbol of quality. but others say it's part of the hype. troy: donald trump, he is the brand, and he is the symbol of a new swashbuckling approach to commerce, to entrepreneurship, and also to conspicuous consumption. smith: we definitely do now have people who have become celebrities just from being rich. i'll take the trumps as a good example. i mean, their celebrity is generally that they are rich. donald trump has also ventured into gambling and professional football and says he could negotiate a nuclear disarmament treaty with the soviet union. wallace: they say he's land-hungry, money-hungry, power-hungry. the power is nonsense. i love the creative process. wallace: what about the name of trump city? trump tower we're sitting in? trump plaza? trump castle? it sells, mike. all i know is --