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.

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

I do have the power. I can decide for myself what I want, even if the thought stresses me out.

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.

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