It's a little long but MMM has an article that addresses this exact thing (down to the expensive latte example): http://www.mrmoneymustache.com/2011/06/21/fruga

It's a little long but MMM has an article that addresses this exact thing (down to the expensive latte example): http://www.mrmoneymustache.com/2011/06/21/frugality-as-a-muscle/ http://www.mrmoneymustache.com/2011/06/21/frugality-as-a-mus... The short version is that it's a "misconception that buying things makes you happier, and not buying things makes your life suck." Like I mentioned, it's a cult, what can I say?