Welcome all to the memorial service / freezing for Donald H. Geiss. You were the last of a dying breed, sir. I'll never forget the first thing he ever said to me. ''These are all hookers. Pick one.'' Then after we picked our hookers and the plane took off, he told me his business philosophy. There's always an untapped market. Don was the one who realized there was a whole segment of consumers not buying light bulbs. The asleep. That realization led him to develop the nightlight and the marketing campaign aimed at making children afraid of the dark. ''A monster under every bed.''