We like to build things, and when we can not build external edifices, we resort to building ourselves... a new personality or a continuation of the one we perceive to possess. In order to build this "self" we must purchase things that that "self" wants.
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Yes, you're right. Building and growing the self is such an internal journey that has nothing to do with "purchasing" or "possession". It's easy to become distracted and think we're working on self growth, when we're really just adhering to another external dharma that looks shiny on the outside but doesn't really get to the core of our dissonance. It's a tough battle that takes alot of self-reflection and exploration of identity. And that exploration of identity can be the really tough part!