When most of us imagine choice
we don't think of fifteen different brands
of one product on the one supermarket shelf,
all of which are different priced
with different claims made for them.
But when we want choice
that is what is what choice means
to the providers of what we want.
It is not what we need,
but 'need' is want cut down to necessity,
which in supermarket terms
would mean a lot of empty shelf space
and ultimately a much smaller shop
as the inflated language
of advertising and choice
had all the hot air taken out of it.
Modern Capitalism could not
withstand that for very long
before imploding.
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