I would argue the desire is not so much for the stuff itself, but the social status that the buyer hopes the stuff will bring them (i.e. status symbols). Proof:

I would argue the desire is not so much for the stuff itself, but the social status that the buyer hopes the stuff will bring them (i.e. status symbols). Proof: a fake diamond ring will be frowned upon, even though noone but an expert with a magnifying glass can tell the difference. I think this is the main reason very few want a four hour working day -- it feels like falling behind everybody else.