There are different groups of people in your life that you behave slightly differently with. You behave one way with your family. You behave in a different way with your work colleagues. You behave differently with your friends from the movie club, your fitness instructor - all subtly different personas.
Amplifying body-image issues, profiting from anxiety, and employing virtual slaves in sweatshops are bad enough, but the fashion industry is also actively hastening the destruction of the very Earth we walk on. It insists on launching fresh collections each season, declaring yesterday's range obsolete on a whim.
Short of finding a place on the witness protection programme, you don't get many opportunities to completely reinvent your life. Going to university changes that. Away from home, away from parents, away from anyone who remembers you from school, you can pretend to be far cooler and more experienced than you are.
The entire economy relies on the suspension of disbelief. So does a fairy story or an animated cartoon. This means that no matter how soberly the financial experts dress, no matter how dry their language, the economy they worship can only ever be as plausible as an episode of 'SpongeBob SquarePants.'
If I ran a national burger franchise - which I don't - I'd make it a rule that no two customers can be greeted with precisely the same words and that every third customer must be grossly insulted as a matter of course. Just to keep the atmosphere nice and lively. And to keep the staff laughing.
Ever since about 1998, when humankind began fast-forwarding through the gradually-unfolding history of progress, like someone impatiently zipping through a YouTube clip in search of the best bits, we've grown accustomed to machines veering from essential to obsolete in the blink of a trimester.