The article explores differences in users' beliefs about what Ecstasy contains and its effects. In addition, it identifies some of the numerous brand names given to the drug and makes comparisons between popular brands and between different forms of the drug over the user's career. This was done by using the self-reports of Glasgow drug users, who provided details about more than 300 individual forms of Ecstasy. The article reports what users think Ecstasy is and explains the importance of the many brand names in the drug culture. From these data, a new trend in illegal drug use is identified and defined. Finally, the implications of this new concept in drug use are discussed. The evidence presented in this article indicates that drug users are buying the drug label, rather than the substance itself. Health messages need to be targeted at the lifestyle in which the use of Ecstasy plays such a large part. Tables, figure, references