"Housing prices have gone up again!" says a prospective home-buyer. "What can I do?"

This ad for the Top Town housing development (上上城), which ran in The Beijing News today, makes the bold statement that "Young people should really have their own home."

The developer's motto is "Firm Ideals of Community" (坚定的理想主义社区), as the text reads at the upper left. Or perhaps "Firm idealism community," in the logo at the bottom left.

Like many housing development websites, the homepage for Top Town is an all-Flash deal. The spash page features some sort of pointless car-driving exercise, perhaps intended as a warm-up for the long commute from the wilds of the projected 7th Ring Road to the CBD. But that's the trade-off for owning a 200,000-yuan single-bedroom in Beijing.