Gilly wrote:
I like the look if that truck too. There's something characterful about it.
I don't believe it's only superficial people who are attracted to 'objects', and anyone who tries to pretend that's so is in denial. And anyone who thinks it's not spiritual to like 'things' is forgetting that we're not just spiritual beings, we''re physical too, and that's nothing to be ashamed of. We all want or need things, and if we're going to have them, why wouldn't we want a version of them that's aesthetically pleasing, or luxuriously comfortable, or renowned for being good quality, and /or highly functional?
I don't get it, how can a truck have character? Isn't that literally impossible?

Everyday we're the victims of suggestion and marketing, if Rick had said he wanted the Van for it's practical applications, quality reputation, functionality, he liked the look of it etc I wouldn't have said anything.
It's the fact he's Objectified ""bad assness"/masculinity/coolness", in the form of this van, in essence the van comes with an image or representation of an image dreamt up by a salesman which exists through implantation in the head of the individual buying it, i'm not having a go at Rick, but it's kind of like he's stumbled upon the holy grail of the modern oppressive status quo known as the society of the spectacle, it relates to commodity fetishism and other stuff i've been reading lately so it struck a chord.
Take a Valentines card for instance, totally worthless, useless, functionless, yet they are mass produced and sold by the millions every year along with various assorted valentines commodities, their use value exists not only in the minds of individuals adhering to the ideology of consumerism, but as a source of large profits for capitalists, they are an objectification of emotional dependency or some such attachment.
Wanting and needing things that improve our comfort, quality of life
I derive pleasure from all kinds of material things - the pictures on my walls; my camping chair, 'cause it's extra comfy; my toaster 'cause although it was stupidly expensive, I still got it at a bargain price and it still works perfectly after about 17 years, whereas several cheaper ones soon stopped working or burst into flames previously. I love loads of things and enjoy seeing or using them every day. (I'm easily pleased though).

Agreed, but do we know what we want, are we in any fit state to determine what we want, what do we really want that we never obtain and what is the easily available commodity that acts as replacement