Its more complex than good/bad

the desire to control

the desire to belong

the desire to be rich

Desire is a human thing that can be healthy and unhealthy. I think the is a common understanding of the problem with geeks. Fashion is a bedrock of capital driven consumerism, as is the desire to be rich.

The interesting/powerful thing is to call people and groups out from their unhealthy desires.
And in reaction nurture good desires.

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