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“The efficient consumer market cannot abide delay or adversity or, by extension, the strength of character that might be cultivated by delay or adversity,” he writes.
“To the efficient market, character is itself an inefficiency to be squeezed from the system.” Virtue (at least the classical sort) requires limits, and self-control.
It requires saying “no” to present wants, for the cultivation of future goods.
But today, society gives us every opportunity to get what we want, presenting these options with deceptive ease and perceived harmlessness.
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With every new technological development and innovation, today’s businesses learn better how to target our desires and passions, how to market their products to the appetites of the populace.
We can choose a vehicle to express our hipness or hostility.