We've got these built in instincts that help us choose those kinds of objects of desire, which i think are better called needs, food, warmth, security. Once we get outside of that realm to more and more abstract things like life styles, fashions, we could even say stocks. By the way, by the way, but that's why i got interested in this in the first place, because i so, i'm very voracious and un sa in what i like to read. And so i was reading something about psychology, and he came up and im like, o i read that book about meams m e m e. This is something different. Like a lun