History shows that the ancients had systems by which the wealthy, ruling class of people engaged in unbridled consumption while they ensured the poor were kept away from consuming through religious dictates, sometimes societal rules, as extraction of resources were not as technologically advanced as it is today. But the bottom line was (and still is) that a small group of people control the way the rest of us feel we need to consume. The wealthy have taken on roles of ensuring that we now have a “producing economy” that has to per se induce “need” in the minds of people for the produced. The US spent just $30 million for advertising in 1880, whereas today it spends over $120 billion, while the world spends over $250 billion! Could we become the discerning consumer?