World cup fever is everywhere. Visiting a major clothing and trinkets store yesterday, it occurred to me how clever capitalism is at capturing the mood of the moment. It’s not just flags- of various varieties from waving type to the hanging from your upstairs window sort. Everything seemed to have a world cup theme. There were t-shirts, shorts and long sleeve shirts. Objects like cups and suitcases had a world cup theme. Even the staff were exuding world cup with their t-shirts, hats and face paints.
That is the genius of capitalism- to exploit the mood of the moment and then move on. These objects sell at very high cost, often to people who can ill afford them. Those aimed at children rely on pester power to make a killing. In a few weeks time, when the world cup fever is no more, any items not flogged now will be sold at hugely knocked down sale prices.
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