asterisk2a + discretionary + identification   1

Hysterical consumerism ruins food. And holidays. And books | Emma Brockes | Comment is free | The Guardian
[ Brand dilution (because there is a queue of brands waitng to be exploited and sold out, although millenials don't see sell-outs as bad anymore ...) vs ] Brand extension, the capitalist form of mission creep, has been around for a long time and, although it’s hit or miss – Richard Branson’s Virgin Brides springs to mind – it makes a certain amount of commercial sense. More depressing is what it says about consumer appetites, a sugar-in-everything infantilization of tastes that suggests if you love something, you must have it infused in your tea or printed on a blanket so you can drag it around with you everywhere. [...] This transference of one good thing to another, unrelated good thing is part of the peculiarly American urge to satisfy all appetites at once and it’s eroding the idea of pleasure as context-specific.
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september 2015 by asterisk2a

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