For 15 years, Roberto worked on "They Sold Me Something (200 Billion Hours)" originally titled "8 Hours a Day". He created the piece to duplicate the effect that watching a year of television has on the human brain. By bombarding the viewer with as many images as possible, "The Sold Me Something (200 Billion Hours)" was an attempt to overstimulate the brain and captivate the viewer in a zombie-like trance. After the viewer of the piece starts to recognize the images, he or she will ask themselves how the image got there. Hopefully, they will also question the nature of all media they "digest" on a daily basis.