We are the pawns in this game of world chess.

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The human race resembles Tantalus, the Lydian king who was a son of Zeus and a nymph. He committed unpardonable crimes against the gods by revealing secrets entrusted to him by Zeus, and by stealing ambrosia and nectar - the food and drink reserved exclusively for the divinities.

As punishment, he was condemned to stand up to his chin in the water of a dark river of Hades, with the delicious fruit of a riverbank tree hanging from branches directly over his head. Every time he tried to drink, the water receded from him just enough to thwart him, and no matter how he stretched and strained, he could never quite reach the fruit. Thus his eternal torment was to be permanently thirsty while surrounded by water, and permanently hungry while mere centimetres from the most glorious fruit.

All the time, he imagined that with a bit more effort he could attain the goals he craved, but his anticipation always went unfulfilled, thus multiplying his suffering.
It is from this tale that we get the word tantalize - to excite a hope but not satisfy it. We are all tantalized by what life seems to offer, but we can never quite reach out and grab the glittering, shiny things that we imagine will give us the fulfilment we crave. 

Tantalus could be labelled the patron saint of capitalism, especially of the advertising industry, the insidious propaganda wing of capitalism. Capitalist advertising's only function is to permanently tantalize the consumer. Delicious objects, products and services, all wrapped in the most gorgeous packaging, leap out at us from our TV screens, doing everything they can to seduce us. Consumers are literally salivating like Pavlov's dogs as they watch food porn - the most exquisitely filmed food, accompanied by a woman's seductive voice encouraging us to buy. Consumers are drooling as they gaze at beautiful specimens of humanity, practically naked, inviting us to buy God know's what. Not that we care - we just want to gaze forever at beauty. 

We'll buy whatever it takes to keep on looking. We'll keep putting our coins into the peep show slot until we have no money left.

~~~ Via The Meritocracy Party

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