The basic premise of capitalism has always been scarcity. Economists see deprivation, or “opportunity cost,” or the necessity of giving up something one wants in order to have something else instead, as the primordial – and necessary – condition of humankind. Even when we do not suffer from absolute want, we are still menaced with the fate of Buridan’s ass, which starved to death because it could not decide between two equally desirable sources of food. Such is the underlying premise of all neoclassical economics, including Virginia Postrel’s fantasy of consumer plenitude. Life is a matter of making difficult “choices,” as we measure costs and benefits “at the margin.” Aesthetic style, Postrel warns us, “is still one of many different possible goods. Choosing more aesthetic value means forgoing some alternative. The age of look and feel, like every other era, demands trade-offs.” Even in the Age of Aesthetics, we are still compelled to economize, to prioritize, and to sacrifice.
Continue...