to our grandparents. Consumer discontent also carries twin spiritual pitfalls. First, our perpetual quest for comfort and happiness-inducing products actually kills any chance of satisfying our wants. The pleasure of purchasing a new product or service will last for a short while. Then it wears off, and we hanker for something new. Second—in a perverse corollary—we can’t handle discomfort any better. We seek new products at the first hint of irritation. Like clinically identifiable shopping addiction,