Aleida Guevara this week denounced the commercialisation of her father's image as an affront to his socialist ideals. "Something that bothers me now is the appropriation of the figure of Che that has been used to make enemies from different classes. It's embarrassing." A man who fought and died trying to overthrow capitalism and material excess should not be used to sell British vodka, French fizzy drinks and Swiss mobile phones, among other travesties, she said. "We don't want money, we demand respect."
