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Meanwhile, we are told that what we buy no longer defines us as it once did, ostentatious materialism is naff, and even the boss of Ikea says we've reached 'peak stuff'. But I am not convinced. All those authentic, social-media-documented 'experiences', insta interiors, travel and food porn invariably require cash. I often wonder how those part-time bloggers/curators earn so much, but they probably don't: they get their enviable lives subsidized by tourist boards or fashion brands that want the advertising.