A man wants everything but has only wishes that never come true—that can’t come true—because Satisfaction is insatiable. He is never happy with himself. At his peak he yearns to extend the climb. Climax portends disappointment.
The Super Bowl MVP celebrating his victory declares he’ll return next year for another title. On the surface it appears he wants to improve, to secure fulfillment, to activate hidden potential. But this is a humanist viewpoint in need of a consumerist perspective.
Mankind has advanced to the point where artificial needs are introduced to us, enlarged to show texture. Manufactured desires, fabricated passions: with many of our basic needs met, we’re left with suggested servings and product reviews. Energies spent, our solution is to Spend.
There’s no transcending the marketplace. It’s no longer a matter of Good versus Evil, but excellent versus poor credit. Besides, Utopia would get boring quickly. There would be no drama, no free shipping, no need to clip Groupons.
Consumer-man is a fretting optimist. He has faith in a culture that assumes he’s never good enough. Discontent is built into the system. There’s a market for every deficiency and each cure restores his health in time for the nausea to settle in again.
The purchase fails to soothe me. At the point of sale I look to exchange my choice, guilty for the price I’ve paid. But I’ve misplaced my receipt. Out of line, back in line. Every day a step closer to checkout.