Firstly, our wants are confusing. It is impossible to know what to want when there’s an endless, ever-changing list to pick from, with no reference point provided by evolution.

Secondly, we are wired to play status games. High status had evolutionary advantages in our time as hunter-gatherers – it gave us easier access to resources for survival and mates for reproduction.

Thirdly, we’re signalling machines. By imitating the desires of a person we look up to, we signal to others that we possess some of the qualities of that person

Everywhere you look, you’ll see groups of people who want the same things. The newest iPhone. Gucci handbags. Yeezys. Expensive degrees. And lately ­– pixelated JPEGS.

Like a bunch of neighbouring metronomes that spontaneously synchronize, our desires coalesce with those of our social group...