“It was already Marx who long ago emphasized that a commodity is never just a simple object that we buy and consume. A commodity is an object full of theological, even metaphysical, niceties. Its presence always reflects an invisible transcendence.”
“We are obliged to enjoy. Enjoyment becomes a kind of a weird perverted duty. The paradox of Coke is that you are thirsty, you drink it, but as everyone knows the more you drink it the more thirsty you get.”