Amazing article. The most powerful method of marketing I've seen is that which blurs the line between "want" and "need", or between pain and discomfort. Then they put their product on the "need" side, or categorise your discomfort as real pain.

"You don't want a cell phone, you need it. Look, everyone around you has one, so it must be necessary!"

"Hey, that minor discomfort you have with [whatever]? You have every right to be in pain from it. Heck, you should go out right now and get diagnosed with a disorder we invented/coined last year. Oh by the way, we also have a drug that relieves the symptoms."