You Are Not So Smart: Why You Have Too Many Friends on Facebook, Why Your Memory Is Mostly Fiction, and 46 Other Ways You're Deluding Yourself

by David McRaney

Since the 1940s, when capitalism and marketing married psychology and public relations, the Man has been getting much better and more efficient at offering you something to purchase no matter your taste. Think about an archetypal punk rocker with chains and spikes, gaudy pants and a leather jacket. Yeah, he bought all of those clothes. Someone is making money off of his revolt. That’s the paradox of consumer rebellion—everything is part of the system. We all sell out, because we all buy things. Every niche opened by rebellion against the mainstream is immediately filled by entrepreneurs who figure out how to make a buck off those who are trying to avoid what the majority of people are buying. In the late 1990s and early 2000s, there were many stabs at trying to thwart this through artistic filmmaking—Fight Club, American Beauty, Fast Food Nation, The Corporation, etc. The creators of these works may have had the best intentions, but their work still became a product designed for profit. Their cries against consumption were consumed.