The article presumes that peoples purchasing choices are made rationally and without coercion, but in a capitalist society the implicit competition between cons

The article presumes that peoples purchasing choices are made rationally and without coercion, but in a capitalist society the implicit competition between consumers and advertisers can subvert rational decision making. Every day we are bombarded by advertising designed to seduce us into spending more money on products which we don't need. For example, is it really worth splashing out on a new power drill that will probably only be used to drill a few holes? Will a 2 week luxury cruise holiday bring me more enjoyment than 40 nights out with friends? Websites such as which.co.uk, uswitch.com and moneysavingexpert.com help consumers make better decisions, but they don't address financial decision making in the wider sense of personal utility. It would be nice to see some websites/apps to help with this, and I think it would be an interesting and challenging task...