I usually watch Columbo for the guest villains/murderers, and this episode stars the arrogant Robert Culp, who's in my opinion second only to Jack Cassidy as far as great guest stars/killers go. Culp perfectly portrays Dr. Bart Kepple, a research specialist who's responsible for this new fangled gizmo called subliminal messaging, and he's a very proud and confident man. The method of the murder is quite original, yet very risky, but Culp makes any routine murder that much more interesting. Kepple naturally underestimates Columbo, and tries to outsmart him, even though Columbo is adept at playing dumb to the arrogant suspect. Speaking of dumb, that award goes to the film projectionist, who stupidly blackmails Kepple and practically asks to get himself killed, in which Kepple obliges. Lastly, the conclusion is better than many other episodes, as Columbo uses Kepple's technique against him.