King Solomon says in Mishlei, 'He who loves money will never be satiated by money'. Whether its fashion, the news, or addiction to food, Taiva creates a pursuit - we chase after whatever it is we think will bring us satisfaction and tranquility...but instead it leads to more desire. The soul can never be filled by the material pleasures of the world. They are meant to bring us tranquility. If they are not, the we need to ask why and create more balance in our lives.