It's exactly is.
It's funny that people don't see the double standards of capitalist economy. When you're a business, you strive to achieve more goods or money by spending less resources, labor or money. Which makes total sense, no complaints about this. So if you're an individual, applying this pattern, you also should strive to find ways to get more utility from less things. By practicing asceticism/minimalism, one looks exactly for a business-ish optimisation of life! To flourish using only a few things is the same as to build spaceships using small python script. Just imagine. One doesn't working hard, creating huge enterprise with tens thousands of workers. Just a few lines, and the spaceship is ready. How lazy the author of the script should be!