In many cases, you are not buying a product, but an "identity enhancer." Designer labels are primarily collective identities that you buy into. They are expensive and therefore "exclusive." If everybody could buy them, they would lose their psychological value and all you would be left with would be their material value, which likely amounts to a fraction of what you paid. What keeps the so-called consumer society going is the fact that trying to find yourself through things doesn't work. The ego satisfaction is short-lived, and so you keep looking for more; you keep buying and keep consuming.
— Eckhart Tolle