Because the public trusts in commercial messages, they seek out the materialitems that double as signs of privilege. In this mindset, the material is demanded based on publicity-created fixation rather than need (or even want), for prior to the publicity, the individual is not aware that he or she either requires or desiresthe item. This distracts from an awareness of the populations Morton interviews because their lack of resources cannot be approached with the commercialistunderstanding of the material