According to the theory of spiral dynamics we are now in an age (colored orange usually, not a reference to you know who, just an ironic cooincidence) where everything and everyone is commodified. For our system to run ‘optimally’, meaning everyone striving to be more, buy more, achieve more, show off more, try harder, shop more and be submissive (for fear of job loss, loss of income, fear of not being promoted, fear of being excluded), we need to feel permanently inadequate, not enough, as if we are always in need of some upgrade, some new insight, some cure, some product, some victory, some triumph over others, over nature, even over our own bodies (have you run a marathon yet?). At the same time we need to live in perpetual fear of being found out, we need to constantly mask our insecurities, project some form of superiority, of being in control, we need to kill our vulnerability. Being vulnerable opens up so many inner doors and leaves so much room for intimacy that this drive for external validation, buying, shopping, being right, winning arguments, become meaningless and silly. If too many people become vulnerable whole industries would cease to exist.