“Like Rousseau, Hegel appreciated quite early on that in modern commercial societies, individuals' desires and needs were generated by the desires and needs of others. Implanted by advertising, dictated by fashion, and determined by style, individual desire was always socially determined, shaped by the particular contexts in which we live. [..] Hence the need for greater comfort does not exactly arise within you directly; it is suggested to you by those who hope to make a profit from its creation.”