"In fact, where production does not tolerate interruptions, goods “need” to be consumed, and if the need is not spontaneous, if there is no perceived need for these goods, then this need must be “produced”. In an opulent society like ours, where everyone's identity is increasingly tied to the objects they own, which are not only replaceable but “must” be replaced, we may begin to feel, beneath the sea of advertising that is poured over us every day, a sort of call for destruction, a form of nihilism due to the fact, as Gunther Anders writes, that: “Humanity that treats the world as a disposable world also treats itself as disposable humanity”.."