Sometimes I've found that by getting into a certain drag, or a certain feeling, you can cast off your mortal coil and really do something. I don't know if it's important, but it's something. It's entertainment.
Where does it stop? You get offered money for your wedding, then for your kids, new houses, holidays... We earn enough from football and sponsorships, why do you need any more?
It is the logic of consumerism that undermines the values of loyalty and permanence and promotes a different set of values that is destructive of family life.