One thing about subliminals that I always found curious is the fact that whenever you are in a public place where people are having conversation, how much of that is "subliminal"?
If subliminal influence programmed us, wouldn't we be absolute messes after every time we went to a mall, grocery store, or any other place where you find lots of people talking?
I think the idea that voices below a consciously audible threshold have some sort of magical, compelling effect upon people is just plain wrong.
I think we respond to subliminal information much the same way we find ourselves blinking or swatting at a bug ... not like a zombified hypno-slave obeying subliminal commands....
The programming metaphor can be taken way too far and too literally.
Also, the intended meaning (by the speaker) of any command or suggestion (hypnotic or otherwise) and the meaning you generate in response can be worlds apart. It has more to do with you being a living being with your own experiences, intentions, etc. than being some kind of machine awaiting the latest instruction code.
I think Erickson was right when he said everyone is their own theory or model.