Well whatever the reasons/terminology, it doesn’t change the fact that people simply can’t afford to spend ridiculous amounts on luxury/optional purchases. I know a lot of people across the U.S. who are choosing between food and rent. As for myself, I’m a disabled veteran and only get so much in disability per month. With my wife being laid off, I have exactly enough to pay rent and buy groceries every month and that’s about it. I understand what you’re saying, but unless people’s wages are actually adjusted for this new economy, these companies are going to lose money. It’s not a matter of want, it’s a matter of literally not having the money to spend.