If a company is going to slap a cute picture of a child with Down syndrome on a bottle, it’s fair to ask them how they plan to use the publicity and resulting profits to build a more inclusive company. If Down syndrome organizations and celebrities are going to tout this advertisement as a significant first step toward more widespread acceptance, it’s fair to ask them what second step they envision. Advertising is just as important as any other form of representation. Wherever they are images of people, there should be images of all kinds of people from across the beautiful diversity of the human species. If Gerber’s brand identity requires a different phenotype of baby every year, I’m glad Down syndrome is in the mix. But what’s next? When is coasting on a feel-good wave of publicity about a conventionally cute child not enough? I don’t want a revolutionary new corporate move; when it comes to disability and inclusion, I want a revolution.