Right although we have ourselves to blame because of our extreme apathy. We place such a value in comfort that we are so easy to fool by all these companies. So maybe a better way to fight this is actually to stand up, walk the streets, meet people and actually try to have meaningful conversations (without thinking any second that maybe we should check something through the minute screen of our smartphones instead). One good exercise, that I impose on myself, is refraining from immediately googling any concept, word, fact that come about during a conversation: try to trust the person who is talking to us about it. Through this and other ‘tricks’ we can maybe use Amazon only when we really need it.