So kids are used to limits. In our homes, we want to set them within reason and do so consistently. This can be enormously challenging when many of the limits we set are completely artificial. Lots of us can afford to buy our kids more toys, treats, clothes, and gear than we actually do. Plenty of children want much more than we are willing to give them. Those of us who grew up with less than we have now may not be able to suppress the desire that our kids should want for nothing.
