The Expectation of Purchasing Refined Tastes


“One of the worst things a person can be,” an author of social commentary said, “is a consumer, and I say that word in the most condescending manner possible.”

The author’s audience loves this guy, because they think he’s talking about everyone but them, but if you’ve ever known a guy like this you know he’s talking about everyone but himself. He lavishes in the clapter from his admirers, and he will play with them, laugh with them and show some love when he’s signing books, but they minute they walk away, he will say, “What a bunch of idiots.”

Among the “idiots” in his audience will be fans who consider such statements brave and bold, but they don’t consider the idea that the condemnation is directed at them too. No one in his audience, will stand up and say, “Hey, I’m a consumer. How dare you crack on my people?” These people probably picture that consumer they know, that ooky sap who actually purchases consumable products. They know that they purchase products too, but they’re not consumers, not in the traditional definition of one who participates in a capitalist system. They prefer to define themselves against a mark of exaggerated contrast, and they’re often not objective enough to understand that the authors of such quotes intend to include everyone but the author.

“What’s the difference between individuals who consume and consumers? What’s the difference between consumers who deign to purchase consumable products sold at let’s say a McDonald’s and those sold at the local mom-and-pop shop?” I would love to ask that author. The answer, of course, would be that one while one may be a consumer, the other is a consumer, and we are to pronounce the latter in the most condescending manner possible. This distinction became clear to me when I informed some consumers that blind taste tests showed that McDonald’s coffee tested as high and higher than the coffee found in some of the small mom and pop coffee shops the more erudite visit.

“Pshaw!” my friends said without using that aristocratic word. They opted for more refined and somewhat polite (see condescending) words, but the message of their response was that they are more cultured than those involved in blind taste tests, and more posh and eclectic. They eat sushi and Thai, and they broaden their minds by listening to exotic podcasts and watching obscure documentaries, but they’re not consumers.

I confessed to them that I probably couldn’t taste the difference between the beans, and most of the products I consume would be more at home on a 1950s table, before the research on food taught us what we now know. I confessed that I enjoy some broadcast television and I enjoy reading mainstream books sometimes. I may as well have admitted to being a Neanderthal.

These people are coffee aficionados. They enjoy an exotic bean exclusive to urban coffee shops that I’ve never attended. Their homes come equipped with exotic coffee makers that require minimal mixing times, gentle air pressure pushes, and low brewing times for professional cuppers and true coffee connoisseurs. I am not welcome in their world.

Their world involves community venues (see coffee shops in the Neanderthal’s lexicon) with artistic geniuses throwing brilliant ideas at one another under exotic Caravaggio paintings, all while learning to love various styles of coffee beans that are beyond me. Some of the community venue customers have goatees, and others have cornrows and dreadlocks, but they are all very Euro. They also feel a little sorry for bourgeoisie like me, who know little beyond the pleasures of a mundane McDonald’s cuppajo. “Pshaw,” they say, but they would never actually say pshaw, as I mentioned, for elitists say, “Pshaw,” and they abhor elitists.

They feel at ease when bracketed, alongside fine wine drinkers. They eat Foie Gras, black pudding, and organic foods. The posh, eclectic types don’t eat caviar anymore, beluga or otherwise. “Caviar is a product consumed by consumers with wealth,” they say in the most condescending manner possible. Their condescending caricature of consumers with wealth mirror those found in episodes of Scooby Doo, Captain Planet, and Gilligan’s Island. Caviar doesn’t provide prestige in community venues. Foie Gras is the new caviar.

“But Globe and Mail listed blind taste tests conducted by various institutions, including Consumer Reports and other online Canadian websites, and they found that the coffee offered at McDonald’s and Dunkin’ Donuts tested better than the products sold at Starbucks or Tim Horton’s,” I told my friends.

This didn’t shock them, as they heard tell of similar blind tests done with similar products, but that never led them to question their beliefs. They were confident that their tastes were more refined than Americans’ taste. (A phrase to read in the most condescending manner possible).

They answered my follow-up clarification with, “Oh, no!” and a titter almost leaked out in reaction to my lack of knowledge. That condescending titter may not have made it out of the less refined. It was obvious to all of us that I knew nothing of coffee, and they appeared to be a little embarrassed on my behalf, for being so clueless to attempt to step foot onto their home turf.

“We don’t like Starbucks,” they said, “And we’ve never heard of Tim Horton’s.” 

They missed the general point I was trying to make, but it wouldn’t have mattered if the magazines performed specific blind taste tests on their specific brand of coffee. They would continue to consider themselves exceptions to the rule. They are posh and eclectic. I couldn’t know to whom I was talking when I was talking to them. No one could.

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In his book, You are Not so Smart, author David McRaney cites such blind tests with professional wine sippers. “The tests incorporated cheap wines as well as expensive, exotic wine to see if the connoisseurs could tell the difference. The results were quite shocking. Not only did they exhibit an inability to discern between the chintzy and the pricey, but the brain scans of the professionals also revealed that they were not lying when they stated their preferences. Their brains actually altered with excitement when they drank the more expensive wine. One particular test asked controllers to place the same wine in two different bottles. They informed the professional sippers that the wine in Bottle A was expensive and exotic, while Bottle B contained a bargain brand. The subjects’ brain scans lit up in response to the contents detailed in Bottle A, allowing the conclusion that the professional sippers grew more excited by the expectation of sipping something more expensive.”[1]

Elevated expectations are not limited to Pepsi drinkers, Pabst Blue Ribbon drinkers, or those consumable products developed by corporations that spend billions on marketing to achieve brand name recognition. Some just prefer imported beer, expensive wine, and Colombian coffee. These allegedly high-end products define them in a manner they find pleasing, but we’re all products of marketing, packaging, and environment. Expectation might also lead us to believe a product we believe in.

“Have you tried the latest lager from Djibouti?” Gucci asks Dior. “You simply must! It exhibits an exceptional respect for the ancient art of brewing. It is a highly fermented lager with a light malt, corn, water, hops and a yeast that gives it a bright, golden hue with dazzling reflections.” When Gucci concludes his exotic narrative, Dior must have it. Is Dior so excited to try it because Gucci’s narrative elevated his expectation? Maybe, but he also wants the aura and the identity inherent to drinkers of lager from an exotic sounding place like Djibouti. He wants to display that prestige, coated on his epidermis for the attendees of the next party he attends. The fact that those who have even heard of Djibouti could not spot it on a map makes its lager even more alluring. Even if Dior doesn’t know anything about Djibouti, what’s a little pregnant pause between friends?

These types wouldn’t be caught dead sipping a McCafé drink, as those consumers who prefer a community venue that offers exotic coffee beans with exotic flavors for the exotic mind would define drinking that as consumerism in the most condescending manner possible. If they entered a community venue that offered an exotic coffee bean, and they saw paintings of cartoon clowns on the walls, my friends would consider the bean inferior. If, on the other hand, that same venue had Caravaggio paintings on display and all the consumers donned goatees and dreadlocks, I’m quite sure they would be sipping on that same bean with a satisfied smile.

The advertisements for such products might not show sports heroes clinking glasses or horses kicking field goals, but that’s not who they want to be anyway. As they pass by their local McDonald’s, en route to the community coffeehouse that offers an environment more suited to someone with esoteric and refined taste, they scoff at American consumers who are susceptible to such blatant marketing. They do this without recognizing that the stratified American marketplace appeals to consumers and consumers.

If an individual attempts to open a McDonald’s franchise, the franchise adviser will inform them that all McDonald’s franchises must be X number of miles from the next nearest McDonald’s location. They base this notion on the fact that the marketplace cannot sustain both facilities too close together, as one will cancel the other out. Those in charge of mapping out franchise locations would inform a potential franchisee that the optimal location would consist of no fast food restaurants within X miles of the franchisee’s desired location, but with the ubiquitous nature of fast food restaurants they concede that is becoming a logistic impossibility. If that franchisee wants to open a McDonald’s right next to a community venue, however, the franchise locator will inform them that this is much more feasible, as they appeal to such different demographics. The point is that those who believe they are not susceptible to the crass marketing schemes employed by the famous Golden Arches franchise may be right, but those marketing schemes are too immediate for Foie Gras eaters. They prefer a more subtle marketing scheme that appeals to quieter sensibilities, an environment tailored to their personality, and a presentation that speaks volumes with no slogans. They are different from consumers, but they are really just another link in the chain of this huge, monolithic beast we all call capitalism.

There may be a difference between the taste of the exotic Kopi Luwak bean and the beans used in McDonald’s coffee, but most don’t know the difference, at least not to the degree that they can tell in a blind taste test. That may be an exaggeration of the extreme. Perhaps the Kopi Luwak coffee berry that passes through the digestive system of the Peruvian Civet Palm Cat, and is then picked out of that cat’s dung, is so refined that there is a discernible difference between that and McDonald’s coffee. On a more linear scale (say Starbucks) McDonald’s coffee proves comparable in blind taste tests, if not superior.

Even if I presented this information in conjunction with the tests that suggest McDonald’s provides a superior cup of coffee, I’m sure these friends would pshaw me. Whether or not they’ve ever tried a selection on the McCafé menu, they would know it to be an inferior product. Their pshaw would contain elements of the messenger within a message, for they would assume that it was Americans who were involved in those blind taste tests, and those Americans were likely truck drivers and church goers from Iowa or Nebraska. They would know that everyone they know knows better. They know I know little about coffee, and they know I have no idea to whom I’m talking when I’m talking to them.

I prefer to think I’m not one of these consumers. I prefer to think I’ve made my decisions to drink Sam Adams and Pepsi, because I enjoy the flavor of those drinks. I prefer to think that when I consume products, I do so because of flavor. The National Association of Broadcasters (ABC, NBC, and CBS) reject ads that show people consuming beer in TV ads, so the marketing departments of the beer companies decided to sell a lifestyle to those who might consume their products. We all watched those commercials, and we even enjoyed a few of them. Some of us might have unconsciously selected our brand based on the lifestyle those commercials projected, but did we enjoy the products more because our affiliations? My posh and eclectic friends would laugh at me from afar for such reflection, because it fit their stereotypical notions of me. They know who they are, and they know that they’re not as susceptible to marketing as consumers are. They’re consumers who make conscientious choices in the products they’ve decided to consume, but the fundamental question remains: Are we buying products based on flavor, discerning tastes based on trial and error, or a level of refinement we gather with experience and age. Or, are we all susceptible to the purported lifestyle the marketing arms sell to consumers and consumersWhen we begin to purchase a product to a point that we establish some level of brand loyalty, are we making a statement that we are informed consumers who choose one product over another based on our refined individual tastes, or are we attempting to purchase a lifestyle that we might have trouble achieving, until we buy it so often that we do?

[1] McRaney, David. November, 2011. You Are Not So Smart. New York, New York. Penguin Group (USA) Inc.

You Don’t Bring me Flowers, Anymore!


“You’ll make it work in the end,” an adult baby said with a hand on his wife’s shoulder, as she pined over their financial affairs, “you always do.”

The wife recognized the compliment for what it was in the moment, but the full import of the gesture failed to register with her at the time. She had no idea, for example, that her husband would not be participating in the sacrifices needed to “make it work out in the end,” unless she was adamant, and she could be adamant. Even when she was adamant with detailed instructions, he would alter his lifestyle for only as long as he deemed necessary to get over what she declared their dire financial state.

The adult baby intended the compliment to serve as a standalone, a statement of appreciation for his wife’s abilities. He wasn’t lying, and he had no ulterior motives. It marveled him how she did it, and he wanted her to know he would stand by her, as long her findings didn’t affect his preferred lifestyle in the long term.

The wife did have an excellent record when it came to making their lives work, and he wanted her to know that he recognized that. Her record of achievements in this regard did not begin and end with finances however. The family made sacrifices to offset his irresponsible behavior, and she informed him of the sacrifices they needed to make to offset his actions. He saw the effort she put forth, and he was aware of the idea that his family needed to sacrifice, but he viewed it from third-party perspective.

Adult babies are like small children playing with toys in the living room. Neither party expects children to clean up after themselves. Children simply don’t put that much thought into it. If no one instructs them to pick up their mess and no one enforces the practice to the point of making it the child’s habit, the idea of cleaning up doesn’t enter their purview. They play as much as they want, then, without any effort or sacrifice on their part, the area is clean. They won’t even notice that the area is clean, when they return to it, it just is. It always is.

Adult babies hear about financial problems, but like those mysteriously disappearing toys on the floor, they hear about these financial pile-ups so often that even adamant tirades go in one ear and out the other. They know everyone in the family must make sacrifices, and they might even echo the wife’s sentiment to the children, but no one knows how these blips end. They just do. She probably has something to do with it, and we should congratulate her just in case. 

The wife might have to work some overtime and even take on a third job to keep food on the table, but no one ever starves. He might not have much involvement in the lives of his children, but they get the attention they need. All he knows is that the home is always sound, so sound that he can eat his tortilla chips and watch his shows in peace. The little woman may harp, and she might nag a little, but she gets over it once she’s had her say. She always does, and to keep a happy home, he knows that he has to let her have her say.

If he wants to continue doing what he wants to do, he will not only have to endure those occasional rants, he will respond with a line that suggests that the woman is always right. A nice “Yes dear!” sprinkled into those conversations makes the clocks run on time, balances the books, and allows him to live the life he’s always wanted.

The adult baby has no powers of reflection. His woman might adamantly ask that he look around on occasion, but she’s not adamant very often. If she was adamant more often, he probably wouldn’t be an adult baby, for the adult baby species would be on the endangered list were it not for its enablers.

***

“I used to love getting flowers,” the wife named Sheila confessed, “until I found out how much I was going to have to pay for them.”

Sheila’s ex-husband, Craig, used to bring her flowers. He bought flowers for her when they dated, and he continued to buy her flowers long after they agreed to tie the knot. Craig loved Sheila, and he didn’t want to be an ordinary man who brought a few roses home to the woman he loved. He bought flowers. The rooms of flowers he bought and choreographed made cinematic statements of how much one man can love a woman, and he did so regardless of the effect it had on their financial statements.

“How can you put a price on love?” Craig would ask when she interrogated him.

As far as finances were concerned, Craig would be the first to tell you that he knew little to nothing. “The wife takes care of all that,” Craig said on one occasion, “and she can be a real drill sergeant. That woman has a gift for turning symbols of love and romance into economic principles. She can be so anal-retentive, like that character on the show Friends. Monica Geller. That’s what we call her,” he added with a laugh.

“Money is her big topic,” Craig said when he talked about how she was always harping on him.

As is often the case when one person complains about another, Craig refrained from offering any of the details from Sheila’s side of the argument, for those details might have revealed the substance of her argument. Craig did not say anything about how Sheila complained about his spending habits. He didn’t acknowledge her complaint that he signed up for multiple credit cards without telling her. He also would not repeat Sheila’s line, “You spend money like a child learning the power of money for the first time, and what’s worse is you’ve done so for so long that it’s obvious that you are incapable of gauging the consequences of your actions.”

I made the money she complains so much about,” Craig said to conclude his rant. “And I’m a grown-ass man who worked as hard as any man I know. I don’t know who she thinks she is, always trying to tell me how to live?”

As with most adult babies, Craig lived by his own set of rules and standards. As far as he was concerned, no one –not even his beloved wife– was going to tell him how to spend the money he earned. He confessed that he might have had some problems with impulse control, “But who the hell doesn’t?” he asked. Spending money and purchasing things gave Craig a sense of identity he couldn’t explain. He confessed that purchasing products gave him a rush.

“You’re selfish,” Sheila said the day she found evidence of yet another one of Craig’s out of control spending sprees, evidence he usually hid better. “You’re the most selfish person I’ve ever met.”

“Only to you guys,” Sheila said, quoting Craig’s reply.

Craig was referring to Sheila and their two daughters when he said, ‘only to you guys’. We all say such things in the heat of the moment. If someone accuses us of something, we defend ourselves, and most of the things we say are impulsive, knee-jerk responses to an accusation. We don’t evaluate how our responses might be perceived, and we don’t calculate the public perception.

Craig apparently said this without reflection, and to remind her that he was not a bad guy. “People love me,” he added, assessing his character via perceived public opinion. “While I might seem a little self-involved when it comes to you three, I’m not a bad guy. I know better. I help people Sheila. Your opinion doesn’t extend beyond these four walls, so don’t try to tell me that you know who I am.”

‘But those three should be the most important people to you,’ someone outside his family might argue. ‘The perceptions of the common people you encounter in your daily life, on the job, shouldn’t be half as important to you as those of your family.’   

These things we say, in the heat of the moment, reveal what we believe our image should be, and what we believe others see in us or what they should see. As far as we’re concerned, those aren’t lies, fabrications, or exaggerations. We might step on a landmine on occasion that exposes our failure to mature in all the ways our peers have, but, hell, everyone makes missteps.

While not all adult babies are male, the majority of the demographic consists of over-nurtured, 40-something males who are unable or unwilling, to shake the leash of the people who control them. Women have reminded them of the need to share, that they need to eat their peas, and that they need to clean up their own messes, but at some point, the adult baby becomes fed up with it. Women have set their clocks, raised their children, and handled the more inconsequential matters for most of their lives, while they did what was necessary to provide. Even though their wives have had to make sacrifices and they’ve done whatever was necessary to supplement the family income, the adult babies argue:

“I’m the one who’s been clocking in and out for decades, without complaint, and now you’re asking me to do more? Where does it all end?”

“I’m not asking you to do more,” the wife counters, “I’m asking you to do less. I’m asking you to stop doing what you’re doing. You’re making my job impossible.”

“Women have it so good,” the adult baby says. “They get to sit home and watch their shows, while the man goes to work and caters to the whims of a boss. Whatever happened to the idea that the man is the king of the castle?”

If the man wants a new motorized vehicle that only travels on water, he gets it, even if he lives in a land-locked state that requires the vessel to sit in a high-priced storage unit 364 days a year. If the man wants a leaf blower that has a high-powered engine, when his is working just fine, he gets it, and if the man wants the electronic gadget or device, that one of his friends has, he gets it. The woman is in charge of the accounting, and she does what she can to balance the books in the wake of his attempts to indulge his desires. “I don’t know how she does it,” the adult baby says if his friends ask how he can afford such luxuries, “but she always makes it work out in the end.”

Experts might have informed Craig that his current predicament resulted from a cycle of dependency, but Craig probably would’ve dismissed that as daytime talk show gibberish. He was unaware of his role in the matter, and he was naïve to the fact that as soon as the first eighteen years of his cycle of dependency ended, he married a woman, straight out of college, who reminded him of his mother. He was not cognizant of the fact that the responsibility for his welfare transferred from a mother who coddled him to the wife tasked with doing the same.

Craig was crazy in college. He “got drunk” in a manner that suggested he was trying to make up for the time he spent acquiescing to his beloved mother’s request that he act more responsible. He also engaged in a number of sexual liaisons, until he met the good woman that could cook like his good old ma’. Craig never lived alone. He didn’t encounter the pratfalls of being irresponsible in those years, and he never learned the level of freedom that allows one to succeed and fail. Craig was thus deprived the lessons that young people learn during these years and carry with them throughout life.

Even when we marry, buy a house, and have kids, there is that constant need to relive the crazy, college years when we were old enough to know the complexities inherent in adulthood, but young enough to shrug off the consequences of ignoring them. Back then, we thought we were equipped and entitled to show all those who mattered that we were no longer children, back when we were young enough to shrug off the ramifications that come with continuing to live like them. In our adult years, we flexed the muscles of independent living in college, all while our parents footed the bills. We were in a zone toddling between adulthood and childhood that allowed us the freedom to form an identity without any concerns for the responsibilities that might help better form it.

Few, however, have the resources to make those crazy college year last well into adulthood, and the lack thereof requires most to make choices no one wants to make. We work hard to put ourselves in a comfortable position in life. We kowtow to bosses, and we hold our tongue when our peers have said things with which we disagree. We try to build an empire that will allow us to do most of what we want, but some others who just do it. That’s the gist of their answers to the curious who question how they’re able to afford such luxuries on their salary, with two kids, “Like Nike says, you just do it.”

Most full-fledged adults know the despair that results from crushing debt, and they learn to fight off the impulses and temptation that could drive them to shut-offs, red box “past-due” notices, and shameful credit ratings. We’ve all made our share of mistakes. We’ve all been broke at one time in our lives, and we all know the horrible feeling of not having as much money as someone else, but we’ve all come to terms with bitter reality that the good times of living like a child ends. For some of us, this is a long, painful process. Others might never have to face these inevitable truths because others make it all work out for them.

The women in the lives of the adult baby learn to do everything they can to avoid leaving them to their own devices. As a result, the babies don’t experience embarrassment, aren’t required to deal with inadequacies, and ever fail. They are good boys and good sons that become good and honest men, but they are the half of those relationships rarely held to account for their failings.

“I never spent us into unmanageable debt,” Craig said. It was his best defense, for in those moments when the family had to sacrifice Craig decided to control his spending, in the short-term. He refrained from purchasing big, luxurious items when the family budget hovered near ground zero. He even felt some guilt for the role he may have played in the familial sacrifices, albeit only in the short term. To rectify whatever damage he may have caused, Craig bought his wife flowers, but he didn’t just buy her flowers. He made his apologies cinematic.

“You can’t buy me flowers anymore!” Sheila shrieked, “We’re broke!” Sheila would later say she felt bad about the times she yelled at him like that, because she knew he meant well. She said he bought her flowers, because she used to love flowers. “They used to be one of my guilty pleasures,” she said, “until I realized how much I was going to have to pay for them.”

In the wake of their divorce, Craig entered the house to collect those prized belongings of his not listed in the decree. Craig also considered this his opportunity to tell us his side of the story. He answered all of the questions posed, as listed above, and he pointed out the days when he acted “all growed up” to counter Sheila’s claims. Craig also provided us a list of the purchases he didn’t make, because he knew the family couldn’t afford it to counter Sheila’s claim that he was such a spendaholic. He added that that list was not comprehensive.

Who does that? Who submits a list of purchases they didn’t make in defense of their financial responsibility? If a member of his defense did such a thing, the judge might privately advise that Craig fire his lawyers. That judge would know that we, the jury, would consider Craig’s list as noteworthy because it details how rare, to the point of memorable, it was to Craig that he didn’t impulsively buy something he wanted.   

As Craig worked his way through the list, collecting all of the trivial items he did purchase impulsively, we were reminded Craig of one of his favorite sayings, “Money is power! Money is freedom!

“Was I saint in our marriage?” Craig continued, as we loaded his final belongings into the moving van. “I was not, but I was not an idiot. We always found a way to made it work. Somehow or another, she always made it work in the end.”

As Craig ran back and forth from his car, we couldn’t help avoid thinking he slipped up in the second sentence saying she as opposed to we in the second sentence. He did that, that was Craig, we thought as he slipped a final bouquet of dead roses into a living room now full of dead roses to complete what he considered a final cinematic statement to his now ex-wife.