In our post-modern, how ever we call them, societies we are obliged to enjoy.
Enjoyment becomes a kind or a weird perverted duty.
The paradox of Coke is that you are thirsty - you drink it but, as everyone knows the more you drink it the more thirsty you get.
A desire is never simply the desire for certain thing.
It's always also a desire for desire itself.
A desire to continue to desire.
Perhaps the ultimate horror of a desire is to be fully filled-in, met - so that I desire no longer.
The ultimate melancholic experience is the experience of a loss of desire itself.
It's not that in some return to a previous era of natural consummation where we got rid of this excess and were only consuming for actual needs like you were thirsty,
you drank water, and so on.
We cannot return to that.
The excess is with us forever.
So, let's have a drink of Coke.