It’s a lie.

We can’t have infinitely more. Not yet. Perhaps not ever.

Where there’s profit to be made from believing it though, we’re encouraged to act as if this were true. Then, perhaps perversely, profiteers manufacture scarcity if price elasticity allows.

As consumers we have a hand in this. We respond to marketeer’s cues. We’ve come to demand all of the vegetables all of the time. We reward the companies that give us more, faster, convenient, lifetime, binge-worthy. In the short term we act as if there were infinitely more, with little discernment between want and need.

A spendthrift nature does not act in our collective long-term interest.