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 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.

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

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

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.

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.

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.