[...] consumption in mature capitalist societies has long become dissociated from material need. The lion’s share of consumption expenditure today – and a rapidly growing one – is spent not on the use value of goods, but on their symbolic value, their aura or halo. This is why industry practitioners find themselves paying more than ever for marketing, including not just advertising but also product design and innovation. Nevertheless, in spite of the growing sophistication of sales promotion, the intangibles of culture make commercial success difficult to predict – certainly more so than in an era when growth could be achieved by gradually supplying all households in a country with a washing machine.