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Surely if consumers operated in a Zen-like state of being generally cool with all the existing products and services, we wouldn't have to make such awesome ads... whether that's good or bad is anyone's call. Ok, there's a difference between spoilt and wanting things, but the line is pretty fine, and people wanting more and more is what drives our consumer economy, necessitating millions of dollars to be spent on ads.

On the upside though, it seems that people are starting to want more less-selfish things as well now like fair-trade coffee etc. Hopefully it'll come full circle, and our spoiltness will drives things in an upwards way that benefits everyone (heavy, man).

I spent a lot of my time as a planner trying to get large corporations to be more respectful of their customers. To remember that it's basically a human relationship and they sholuld treat people like, well, people. But I actually think it goes both ways. I think consumers have an obligation to remember that corporations are made of people too. That if they want to shop at 4 in the morning then someone has to be there to serve them. So that's one thing - respect.

And I also think that if we want to live in a succesful consumerist society (and it seems that most of us do) then we also have to be realistic consumers. We have to have a sense of what's economically possible. I used to work on Microsoft and we did a research project once about the launch of lots of web-technologies. People weren't at all impressed - because they just didn't understand how hard it all was. They just wanted to know when we'd invent teleporting and matter transferance. They assumed it would be on the market because they'd already seen it. (in the movies.)

Re 7.30 at Borders. I know. I consider myself fairly laid back, but now I get twitchy when I have to wait three minutes in the perfectly well organised ticket queue at Ealing Broadway and start complex mental logarithms about the risks of trying out the self service machine given the odds that it won't take bank notes and becoming enraged at the man at booth 4 who has the temerity to ask directions of Rail company employee and why don't they staff this place at peak times and could I get a coffee and ask someone to keep my place for me or would I feel obliged to ask if they wanted a coffee too but what if the coffee place took longer than 3 minutes to serve me I'd have lost out completely and should I have got a scooter it would all be so much easier but I can't because I'd fall off and I've got responsibilities. Which psychological torture fills exactly the 2 and a half minutes it takes to reach the booth.

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