The article brilliantly describes the infinite loop of luxury-degradation that we are all caught in. The digital escape is a chimera that has always appealed to humanity through the ages - it is the same hubris that is behind the idea of a "soul" that we'll take with us when we leave this earthly existence. We've been trying to separate ourselves from the idea of birth, death, women, dirt on our vegetables and every other discomfort for some time now. The price we pay is immense: a world drowning in plastic bins and cups we'll soon have no way of filling with actual food or water.