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.

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

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.

Every time we decide for something, we lose something else. Buying a car is a great example. A lot of people not only read ratings before they buy their car but they continue afterwards - to make sure they really made the right choice.

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.

I don't criticize political or electoral freedom, but capitalism's perversion of the concept: the illusion that I hold the power over my own life.