I did it their way: consuming our way to freedom

“I’ll scream”, the priest muttered as he left the funeral, “if I have to listen to ‘I Did It My Way’ one more time.” What explains the vogue to play the Sinatra anthem at one’s funeral? It’s a fair bet that anyone who makes a posthumous declaration to the world that he did it his way in practice led a life of dull conformity. Extrapolating, while the desire to assert our individuality has never been stronger the citizens of affluent nations like Australia live in the most co...