The kinds of purchases surveyed in the news generally sit well beyond necessity. In acquiring them, what we are after is rarely solely or even chiefly just material satisfaction; we are also guided by a deeper, often unconscious desire for some form of psychological transformation. We don't only want to things; we want to be through our ownership of them. Once we examine consumer behaviour with sufficient attention and generosity, it becomes clear that we aren't indelibly materialistic at all. What makes our age distinctive is our ambition to try to accomplish a variety of complex psychological goals via the acquisition of material goods.