A Tale of Two Warehouses
Some years ago--never mind how long precisely--I was stranded by the schedule of a friend with a car in a place with virtually nothing to recommend it apart from the fact that it got plenty of sun and seemed to have the necessary amount of oxygen to sustain life. Having nothing better to do, I wandered in to the only building in the vicinity. I was motivated by the same kind of perverse fascination that leads one to kick over a rotten log--I'd never been inside a Walmart Supercenter before, and I'd heard such horror stories.
My reaction was not what I expected. I wasn't appalled or amused. Instead, after about 10 minutes, I realized, with dismay, that I was clearly sliding into another depressive episode--that hopeless, grim anxiety began to descend upon me with a decisive weight, and I knew I was in for a rough day, week, month--who knew how long? Unhappy (as one might expect), I walked out quickly, deciding that I would let the sun shine on my face and at least get some Vitamin D in my system.
And five minutes after leaving the place, I was no longer feeling depressed.
Curious, I went back in, armed with the expectation of the experimental. And sure enough, about 10 minutes later, the depressive feelings returned. Knowing now that they were probably environmental, I suppressed them and stayed and tried to puzzle out my reaction to this place.
It didn't take long to interpret. I had been inside a massive (no, make that massive--the italics really are necessary, given the subject) open space, filled semi-literally to the rafters with puchaseable items, all of them at rock-bottom prices. And I hadn't seen a single thing that I'd even consider buying. Not even the least little bit did I want any of it.
I saw junk food--too much of it--and soda--again, too much of it--and bathroom accessories and lawn furniture and decorative items that I couldn't imagine looking tasteful in any setting. I saw lotions and hair-dye and toys that were nothing but souvenirs from the latest movie. I saw music made by artists who had to be studio-sweetened beyond recognition, and DVD collections of terrible mid-70s sitcoms. I saw clothes designed to catch the attention, but not to please it. I saw dozens of TVs with nothing on them worth watching. I saw rugs in patterns that distracted the eye unpleasantly. I saw so many things made of that shiny plastic that they use to make beach balls, that leaves its smell and a kind of after-touch of slickness on one's skin. And none of it--but none of it, was something that could be described as "necessary." It was all just so profoundly, overwhelmingly available that unless you really looked closely, or stood far back, you wouldn't notice that none of it was remotely appealing.
And yes, I saw the people shopping. And yes, they were fat. All of them--even and especially their many children. And when they moved, I thought of the scene in Dawn of the Dead where the zombies return to the mall where they spent so much time in life, unable even in death to break the habits of shuffling from store to store.
I don't mean to be a snob--and I don't think that in this instance, I'm being one. What I was seeing was something that actually made me think that the goddamned hippies who fulminate against American consumerism might actually have a point, and if there's anything I hate, it's conceding the validity of the opinions of the fuzzy-minded left. What I saw in that store was the fall of Rome--the point at which we as a nation have moved beyond satiety to the point at which there is no new thing under the sun, and all we can do is purchase more of what we already have, or eat more after our stomachs tell us we're full. It was, in short, an exercise in the nihilism that comes when studying the long view of history.
But--
Then something else happened, and it enables me to take a step further back and maybe not end on quite so sour a note.
A few months later, I went to a Costco.
And far from being depressed, I was giddy. Yes, again there was too much of everything, at rock bottom prices. Yes, the TVs still had nothing on them. And yes, many--though not nearly as many--of the people there were very, very fat. But somehow there was a briskness to it all, a lack of pretence and a winning sense that we were here for things we actually needed--that the food here was generally not junk, but simply large portions of staples. (Well, and condiments. But for Americans, condiments are a staple. It's a cultural quirk I've made my peace with.) The latest books were available, but also good editions of an eclectic mix of classics. The children's section focused on educational DVDs and software. There was a sense, in the men and women who were handing out samples, that the idea of this place was an attempt at quality, and not just quantity. We were offered fish as well as frozen pizza, fruit juice as well as spinach dip. The key difference with WalMart was the sense that we were being offered variety not just of product but of quality; yes, we could buy cheap, but we could also buy relatively dear, and get good value all the same. Wine and fresh bread, cheeses from all corners of the globe--it was a marketplace in the oldest sense of the word.
It was, in short, a vision of the success of America--a place where the openness of our society, the welcoming attitude to other places and people enable us to reap the benefits of their best, rather than just their cheapest. Where the product was more important than the brand. And while it was, in a sense, only a vision--after all, Costco sells a lot of the same stuff as WalMart--the difference between them isn't all that stark--it was nevertheless a sense of what was right about our desire and ability to lead pleasurable lives without crippling ourselves through work or debt to do so.
So maybe Rome will fall. But I'm not so sure that's it's time, just yet. Remember that the clash between Athens and Sparta should have been completely one-sided--Sparta's society was devoted entirely to the warrior ethos, while Athens was devoted to commerce and art. It should have been the jocks kicking the asses of the drama club. But against all logic, Athens not only held its own, but prevailed. (Temporarily. Then they engaged in an unprovoked war of imperial expansion and--OK, I'm getting depressed again.) Point is, we may be Athens as well as Rome. And our time may not yet be here. Just visit Costco, and you'll see.
Plus which, they have Cuisinarts on sale for, like, less than $75! I mean: dude!
My reaction was not what I expected. I wasn't appalled or amused. Instead, after about 10 minutes, I realized, with dismay, that I was clearly sliding into another depressive episode--that hopeless, grim anxiety began to descend upon me with a decisive weight, and I knew I was in for a rough day, week, month--who knew how long? Unhappy (as one might expect), I walked out quickly, deciding that I would let the sun shine on my face and at least get some Vitamin D in my system.
And five minutes after leaving the place, I was no longer feeling depressed.
Curious, I went back in, armed with the expectation of the experimental. And sure enough, about 10 minutes later, the depressive feelings returned. Knowing now that they were probably environmental, I suppressed them and stayed and tried to puzzle out my reaction to this place.
It didn't take long to interpret. I had been inside a massive (no, make that massive--the italics really are necessary, given the subject) open space, filled semi-literally to the rafters with puchaseable items, all of them at rock-bottom prices. And I hadn't seen a single thing that I'd even consider buying. Not even the least little bit did I want any of it.
I saw junk food--too much of it--and soda--again, too much of it--and bathroom accessories and lawn furniture and decorative items that I couldn't imagine looking tasteful in any setting. I saw lotions and hair-dye and toys that were nothing but souvenirs from the latest movie. I saw music made by artists who had to be studio-sweetened beyond recognition, and DVD collections of terrible mid-70s sitcoms. I saw clothes designed to catch the attention, but not to please it. I saw dozens of TVs with nothing on them worth watching. I saw rugs in patterns that distracted the eye unpleasantly. I saw so many things made of that shiny plastic that they use to make beach balls, that leaves its smell and a kind of after-touch of slickness on one's skin. And none of it--but none of it, was something that could be described as "necessary." It was all just so profoundly, overwhelmingly available that unless you really looked closely, or stood far back, you wouldn't notice that none of it was remotely appealing.
And yes, I saw the people shopping. And yes, they were fat. All of them--even and especially their many children. And when they moved, I thought of the scene in Dawn of the Dead where the zombies return to the mall where they spent so much time in life, unable even in death to break the habits of shuffling from store to store.
I don't mean to be a snob--and I don't think that in this instance, I'm being one. What I was seeing was something that actually made me think that the goddamned hippies who fulminate against American consumerism might actually have a point, and if there's anything I hate, it's conceding the validity of the opinions of the fuzzy-minded left. What I saw in that store was the fall of Rome--the point at which we as a nation have moved beyond satiety to the point at which there is no new thing under the sun, and all we can do is purchase more of what we already have, or eat more after our stomachs tell us we're full. It was, in short, an exercise in the nihilism that comes when studying the long view of history.
But--
Then something else happened, and it enables me to take a step further back and maybe not end on quite so sour a note.
A few months later, I went to a Costco.
And far from being depressed, I was giddy. Yes, again there was too much of everything, at rock bottom prices. Yes, the TVs still had nothing on them. And yes, many--though not nearly as many--of the people there were very, very fat. But somehow there was a briskness to it all, a lack of pretence and a winning sense that we were here for things we actually needed--that the food here was generally not junk, but simply large portions of staples. (Well, and condiments. But for Americans, condiments are a staple. It's a cultural quirk I've made my peace with.) The latest books were available, but also good editions of an eclectic mix of classics. The children's section focused on educational DVDs and software. There was a sense, in the men and women who were handing out samples, that the idea of this place was an attempt at quality, and not just quantity. We were offered fish as well as frozen pizza, fruit juice as well as spinach dip. The key difference with WalMart was the sense that we were being offered variety not just of product but of quality; yes, we could buy cheap, but we could also buy relatively dear, and get good value all the same. Wine and fresh bread, cheeses from all corners of the globe--it was a marketplace in the oldest sense of the word.
It was, in short, a vision of the success of America--a place where the openness of our society, the welcoming attitude to other places and people enable us to reap the benefits of their best, rather than just their cheapest. Where the product was more important than the brand. And while it was, in a sense, only a vision--after all, Costco sells a lot of the same stuff as WalMart--the difference between them isn't all that stark--it was nevertheless a sense of what was right about our desire and ability to lead pleasurable lives without crippling ourselves through work or debt to do so.
So maybe Rome will fall. But I'm not so sure that's it's time, just yet. Remember that the clash between Athens and Sparta should have been completely one-sided--Sparta's society was devoted entirely to the warrior ethos, while Athens was devoted to commerce and art. It should have been the jocks kicking the asses of the drama club. But against all logic, Athens not only held its own, but prevailed. (Temporarily. Then they engaged in an unprovoked war of imperial expansion and--OK, I'm getting depressed again.) Point is, we may be Athens as well as Rome. And our time may not yet be here. Just visit Costco, and you'll see.
Plus which, they have Cuisinarts on sale for, like, less than $75! I mean: dude!
