A friend, who's a psychologist, told me about a patient once: a woman who was well educated, had a good job, a house and a loving husband. "I did everything right in my life," said the woman. "But I'm still not happy." She never did what she herself wanted, but what she believed society expected from her.

We can live a more relaxed life. We can accept that our decisions aren't rational, that we are always conditioned by society; that we lose something every time we choose something else, and that we can't truly control the consequences of our decisions.

Sigmund Freud already discovered that suffering gives us pleasure - in a strange masochistic way. The tyranny of choice exploits that weakness. Consumer culture exhausts us. We suffer. We destroy ourselves. And we just can't stop.

We aren't really the victims. After all, we created the system ourselves and as long as we keep consuming, it will continue to exist. Ultimately, capitalism only mirrors human nature.

We constantly feel stressed, overwhelmed and guilty.It's our own fault if we're unhappy. It means we made a bad decision.

Freud also said we choose our own neuroses. Capitalism is the neurosis of humanity.

We still can't control the consequences our choices will bring. Not only do we want freedom of choice, but we also want a guarantee that whatever we choose will be exactly as we envisioned it.