Rory Sutherland Rory Sutherland

The Wiki Man | 26 September 2009

How do you define communists and capitalists?

issue 26 September 2009

If the definition of a true communist is someone who would willingly live for a month in 1970s Poland, the definition of a true capitalist should be anyone who could spend a month in Las Vegas while reading nothing but Hammacher Schlemmer mail order catalogues.

Even hardened materialists can find American consumerism a little much. A bizarre-looking $300 item I once saw turned out to be an oriel window for your cat. (The idea is that you fix this to your window frame so it protrudes through the sash window of your 32nd floor apartment, allowing your pet a 180° view of the outside world.)

But there is a good side to this. The sheer size of the American market makes it profitable to serve fantastically obscure needs — so, however bizarre your problem, you can solve it with a few minutes online trawling American retailers.

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