We think that the desire is generated by the object, by the goalwhen ifact it's actually coming from a model of desire. Our desire is really reinforce by our rival's desire. The more that a rival wants something, the more that we are going to want it too. If the rival stops wanting something, then we often stop wanting it too. We can only have it if somebody else has less of it. It's easy to see in yono, very typical examples, you know, within companies and personal lives.

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