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Indeed, as I like to say these days, we all live in the Etude House, in the truly Dubordian sense. I don't wear pink, or dresses, or even makeup, but we all play by the rules of those who do. We play by the rules of those who place a lot of psychological stock in the objects we choose to represent us, which become our avatars, which become us. In any case, we all now live in a consumer society in which our identities have become literally defined by our consumptive choices.