 The process is epigenetic in that the earlier orientations “model” the orientations that follow them. A young child, for example, enjoys a pleasure of imagination when playing with new toys; but when that pleasure transfers to the status that derives from being perceived by others to be a (good) child who has a collection of prized toys, the child is now experiencing a pleasure of ambition. And imagination and ambition then “model” self-interest, as the child weighs the pleasures and pains, benefits and costs, of actually playing with the toys versus keeping them on the shelf for purposes of display. The problem remains in later life, when the pleasures of purchased objects derive more from their symbolic value than from actual use. This is especially the case when the purchases are made to satisfy the pleasures of ambition—of being perceived as the kind of person who can own a Mercedes, or who is fluent in the constantly changing idioms of fashion.