““Galbraith, tellingly, drew a line between ‘simple modes of enjoyment’ (he included here sport, food and houses as well as cars and sex) and more ‘esoteric’ ones such as music, fine art ‘and to some extent travel’. The first group required ‘little prior preparation of the subject for its highest enjoyment’ and was thus the target of ‘modern want creation’. The latter, by contrast, were more distinctly individual and had to be cultivated.””
