When people have their basic needs met, it's not uncommon for wants to magically become needs. It's our hardwired instinct to seek to fill unmet needs.
That pays off for any marketer that has persuaded his market that they need what he sells. It backfires when those 'needs' are seen for what they actually are–luxuries.
When you sell a want, you have to work harder, you must seduce the market, because wants are fickle, picky and not easily bullied.