"Once there, always there", would give you less freedom than you recently enjoyed, but more security. Security not in the sense of safety from terrorists, burglars, or pickpockets... but security in the sense of knowing where you are, who you are, on what kind of future you can count, what will happen, whether you will preserve your position in society or whether you will be degraded and humiliated - this sort of security. This sort of security for many, many people - a rising number of people - looks at the moment more attractive than more freedom.

There were no "unemployed" in the impoverished Polish countryside before the Second World War. Not a single unemployed. Every child that was born in the peasant family had his room at the table and his job in the field, stable or pigsty... If there was not enough food, everybody got less. If food was plentiful, everybody ate better. In such a setting, we may say, the problem of security couldn't even arise... One was born with life-long rights; the only thing that one could not do was to change them. A setting good on the side of security, though bad on the side of freedom.

Ideally, nothing should be embraced by a consumer firmly, nothing should command a commitment till death do us part, no needs should be seen as fully satisfied, no desires considered ultimate. There ought to be a proviso 'until further notice' attached to any oath of loyalty and any commitment. It is but the volatility, the in-built temporality of all engagements that truly counts; it counts more than the commitment itself, which is anyway not allowed to outlast the time necessary for consuming the object of desire (or, rather, the time sufficient for the desirability of that object to wane).

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