Could it be, I wonder, that there is such a thing as a wantologist, someone we can hire to figure out what we want? Have I arrived at some final telling moment in my research on outsourcing intimate parts of our lives, or at the absurdist edge of the market frontier?

Has Bill Clinton inspired idealism in the young, as he himself was inspired by John F. Kennedy? Or has he actually reduced their idealism? Surely part of the answer lies in Clinton's personal moral lapse with Monica Lewinsky. But more important was his sin of omission - his failure to embrace a moral cause beyond popularity.

The more anxious, isolated and time-deprived we are, the more likely we are to turn to paid personal services. To finance these extra services, we work longer hours. This leaves less time to spend with family, friends and neighbors; we become less likely to call on them for help, and they on us.

And the Republican Party especially associates the market with the idea of progress, goodness, family, and points us toward the mall as an answer to all our personal dreams.

To televisionize any serious problem, the program directors face the task of making the message 'go down smooth' until the audience is delivered to the commercial.

If in previous decades large historic events drew people together and oriented them toward collective action, the recent double trend toward greater choice but less security leads the young to see their lives in more individual terms. Big events collectivize. Little events atomize.

As long as the "woman's work" that some men do is socially devalued, as long as it is defined as woman's work, as long as it's tacked onto a "regular" work day, men who share it are likely to develop the same jagged mouth and frazzled hair as the coffee-mug mom. The image of the new man is like the image of the supermom: it obscures the strain.