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I think the moral step up in this case comes from being above consumerism, to the point of saying that all those adverts purporting that certain goods will make me happy (and more succesful with the opposite sex, an advertising favourite) don't wash with me.
I'm not saying I agree with all of the original post, or that I would take the moral highground in their instance, I do think that consumerism does have a dark underbelly and we are sold lots of useless things by attempts to make us feel inadequate without them
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