Over the last hundred years, under the malign influence of
Madison Avenue, we’ve managed to corrupt the concept of “need” almost beyond
repair.
Take a look at the Bowflex doing duty as a coat rack in your
rumpus room. You don’t have the discipline to do free sit-ups every day for six
weeks; what made you think you had the discipline to do the dozen or so
exercises on that thousand-dollar machine for the same length of time? But it
looks cool, the pitchperson promised “fast results”, so you said not “I want this” but “I need this!” Now you have a household traffic obstruction and a beer-keg belly.
(I’m not blaming pitchpersons; my cousin by marriage, Laura
Kristi, has done a few commercial shoots herself.)
Welcome to the wonderful world of social engineering, where
various enterprises of dubious morality routinely screw up our priorities by
transforming our desires into psychologically completing must-haves. We never
knew how empty and unfulfilling our lives were until we learned about the
Sham-Wow. Just how did we manage to survive so long as a species without the
ability to surf the Web and video chat from the most barren spots in the US?
