The gray and airless consumer world. Prices everywhere and the end of awe.The individual is consumer culture, trapped in a world of material longing and self-interested hedonism becoming a “human animal” of want. Subjectivity attains fulfillment in the extreme search for the coveted stuff that defines the personal particularity. “That coat is so me.” Imagery of consumer products floating in supernatural light and interwoven with interviews describing a recent acquisition. There is an odd, deeply religious tone to this piece.