"2. And you haven't studied the history of the effect the Great Depression had upon American society. People don't buy BECAUSE of advertising, they buy because they have the money (or the credit). Believe me and your history books, this crisis is having and will have a HUGE impact upon the American psyche...and frugality is and will continue to be the outcome." _____________________________________ The people who were of adult age in the Great Depression did not grow up in the age of electronic media and cybernetic advertising. If you think the majority of American society will somehow turn its back on People Magazine/American Idol and immerse itself in reading used paperback novels, then I have a bridge to sell you. It is for this very reason why I have railed AGAINST consumer energy conservation programs. It's like Nancy Reagan's "Just Say No" program. It fails to take into account sociology of the American people. I fully support saving energy by wearing more sweaters in the winter, using two sided copy paper and making sure my tires are properly inflated. But if you're counting on the average Joe Schmoe (with my apologies to the poster on our site called "Joe Schmoe") then your hoping against reality. This is 2009. In 1929, 95% of Americans never had owned a radio. They had not grown up imbued (or poisoned) by Madison Avenue. Pleas stop comparing 1929 and its effect on consumerism to today and its effect of consumerism. Once again, however, the next hyper-inflation will be more for the same reasons of the 1970s - - rampant energy cost rises and a weak dollar - - not crazy consumer spending.