"are, in a certain way, continuously voting with our money. "Deeper" existential thinkers like to deploy variations on the theme of the "authentic" existential choice, where the very core of our being is at stake--a choice which involves a full existential engagement, as opposed to the superficial choices of this or that commodity. In the "Marxist" version of this theme, the multiplicity of choices with which the market bombards us only serves to obfuscate"