“It's interesting that penny-pinching is an accepted defense for toxic food habits, when frugality so rarely rules other consumer domains. The majority of Americans buy bottled drinking water, for example, even though water runs from the faucets at home for a fraction of the cost, and government quality standards are stricter for tap water than for bottled. At any income level, we can be relied upon for categorically unnecessary purchases: portable-earplug music instead of the radio; extra-fast Internet for leisure use; heavy vehicles to transport light loads; name-brand clothing instead of plainer gear. "Economizing," as applied to clothing, generally means looking for discount name brands instead of wearing last year's clothes again. The dread of rearing unfashionable children is understandable. But as a priority, "makes me look cool" has passed up "keeps arteries functional" and left the kids huffing and puffing (fashionably) in the dust.”

“Your everyday supermarket now carries roughly 40,000 items - twice as many as a decade ago. There are so many products, so many brands and sub-species of those brands, that no consumer is safe from the bombardment of choice overload.A huge variety of product offering doesn't aid consumers. It is insanity. From the vast array of athletic shoes to bagels to portable CD players to bottled water, there quickly becomes a point at which mega-choices, like mega-information, do not serve the consumer; they abuse him.”

“I hate when I look in my closet and find clothes instead of Narnia.”

“Friends come and go, clothing is packed and unpacked, households are continually purged of unnecessary items, and as a result, not much sticks. it's hard at times but it makes a kid strongs in ways that most people can't understand. Teaches them that even though people are left behind, new ones will inevitably take their place; that every place has something good and bad to offer. It makes a kid grow up fast.”

“However hyped the risk of germs may be, it is at least real. Some corporations go so far as to conjure threats where there are none. A television ad for Brita, the German manufacturer of water-filtration systems, starts with a close-up of a glass of water on a kitchen table. The sound of a flushing toilet is heard. A woman opens a door, enters the kitchen, sits at the table and drinks the water. The water in your toilet and the water in your faucet "come from the same source," the commercial concludes. Sharp-eyed viewers will also see a disclaimer a the start of the ad printed in tiny white letters: MUNICIPAL WATER IS TREATED FOR CONSUMPTION. This is effectively an admission that the shared origin of the water in the glass and the toilet is irrelevant and so the commercial makes no sense--at least not on a rational level. As a pitch aimed at Gut, however, it makes perfect sense. The danger of contaminated drinking water is as old as humanity, and the worst contaminant has always been feces. Our hardwired defense against contamination is disgust, an emotion that drives us to keep our distance from the contaminant. By linking the toilet and the drinking glass, the commercial connects feces to our home's drinking water and raises an ancient fear--a fear that can be eased with the purchase of one of the company's many fine products.”

“In the corner store we pulled fat bottles of water from the shelves. No one thinks it's weird that we have to buy clean water, and that's how I know we're going to hell.”