Just one more level on this game, she says. Once I get to level 68, I'll be done.
Just one more tweak to the car, they beg. Once we bump up the mileage, we'll be done.
Just one more lotion, she asks. Once I put that on, my skin will be perfect and I'll be done.
Of course, the result isn't the point. The mileage or the ranking or slightly more alabaster or ebony isn't the point. The point is the longing.
Desire can't be sated, because if it is, the longing disappears and then we've failed, because desire is the state we seek.
We've expanded our desire for ever more human connection into a never-ceasing parade of physical and social desires as well. Amplified by marketers and enabled by commerce, we race down the endless road faster and faster, at greater and greater expense. The worst thing of all would be if we actually arrived at perfect, because if we did, we would extinguish the very thing that drives us.
We want the wanting.
[HT Robert Hass]