[...] He is neither expected to believe that he could earn it nor to accept that he can never have it. Thus he is spoken to and given unreasonable promises like a child. Obviously the columnist figures out that the reader’s wishes in this direction are so strong that he can get away with even such unreasonable promises on account of the momentary gratifications they provide though the reader knows in the depth of his heart that the promise will never be fulfilled. At this point the column profits from the same mentality which draws people to gambling, horse betting and similar devices for making easy money. Propensity for irrational material gain seems to be contingent upon the shrinking chances of making big money as a pioneer or on a rational basis of calculation [...]