So, I already have an iPhone. Now there’s a new iPhone. I really want one, but I don’t need one. Tammy has not been any help at all. One day she says, “Go ahead”, and the next day she says, “Be content with what you have”. So then I convince myself that it isn’t about materialism because I can sell me current one of ebay for more that the new one would cost. I’m getting an upgrade and making money on the deal. But it boils down to the whole production being about a “thing”. And “things” aren’t supposed to matter, right?