Apparently, cheap marketing tricks do work. Our world is filled with mad men telling us we need things, and us nodding in agreement. And our sense of wanting to need is extremely sensitive: all we look for is the slightest sign of concurrence — which is what every single advertisement is built around. Ads give us a faux need.
On the one hand, we could do away with everything, as our needs are few. The Big Bang Theory sitcom’s Sheldon Cooper (awkward as it seems to quote him) puts forth this idea quite well. But this outlook is rather harsh. It is time to define a new category; a sweet-spot between needs and wants. Benefits, if you will.