“Through much of human history, frugal simplicity was not a choice but a necessity – and since necessary, it was also deemed a moral virtue. But with the advent of industrial capitalism and a consumer society, a system arose that was committed to relentless growth, and with it grew a population (aka ‘the market’) that was enabled and encouraged to buy lots of stuff that, by traditional standards, was surplus to requirements. As a result, there’s a disconnect between the traditional values we have inherited and the consumerist imperatives instilled in us by contemporary culture.”