"Yet wherever one looks, in non-specialist guides, or in holiday brochures, one reads about the 'mysterious' Etruscans; hidden Etruria; underground Etruria — as if the culture is somehow concealed from us. It is a sales gimmick which has been very useful and profitable, but it is also misleading. (...) The Etruscans were no more more mysterious than most other peoples of archaic Italy."