Visual saliency is a fundamental yet hard to define property of objects or locations in the visual world. In a context where objects and their representations compete to dominate our perception, saliency can be thought of as the "juice" that makes objects win the race. It is often assumed that saliency is extracted and represented in an explicit saliency map, which serves to determine the location of spatial attention at any given time. It is then by drawing attention to a salient object that it can be recognized or categorized. I argue against this classical view that visual "bottom-up" saliency automatically recruits the attentional system prior to object recognition. A number of visual processing tasks are clearly performed too fast for such a costly strategy to be employed. Rather, visual attention could simply act by biasing a saliency-based object recognition system. Under natural conditions of stimulation, saliency can be represented implicitly throughout the ventral visual pathway, independent of any explicit saliency map. At any given level, the most activated cells of the neural population simply represent the most salient locations. The notion of saliency itself grows increasingly complex throughout the system, mostly based on luminance contrast until information reaches visual cortex, gradually incorporating information about features such as orientation or color in primary visual cortex and early extrastriate areas, and finally the identity and behavioral relevance of objects in temporal cortex and beyond. Under these conditions the object that dominates perception, i.e. the object yielding the strongest (or the first) selective neural response, is by definition the one whose features are most "salient"--without the need for any external saliency map. In addition, I suggest that such an implicit representation of saliency can be best encoded in the relative times of the first spikes fired in a given neuronal population. In accordance with our subjective experience that saliency and attention do not modify the appearance of objects, the feed-forward propagation of this first spike wave could serve to trigger saliency-based object recognition outside the realm of awareness, while conscious perceptions could be mediated by the remaining discharges of longer neuronal spike trains.