The sheer amount of things we can today purchase and the number of fandoms we can join, in order to expand our identity is rapidly increasing. We are able to buy almost anything from almost anybody and many people do take full advantage of it. But can brand loyalty and shopping become the only source of happiness, an addiction? Is hoarding stuff beneficial? Are products parts of our identity or should they be separated? Enter the world of the consoomer - and walk the lonely road he/she experiences...