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In this quote, Yuval Noah Harari is criticizing consumerism and how it promotes indulgence and excess spending.
He argues that consumerism, with the help of slogans like “Just do it”, tries to convince people that constantly buying and indulging themselves is good for their well-being.
The quote suggests that consumerism paints frugality in a negative light, as a form of “self-oppression”, but Harari disagrees with this view and believes indulgence should not be encouraged so strongly.