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Buying In: The Secret Dialogue Between What We Buy and Who We Are by Rob Walker (who used to write the "Consumed" column for the New York Times), was a good companion piece to PopCo and Snoop, because it covered a lot of the same territory about our relationship as a society to the vast array of consumer goods and choices that we have in the 21st century. It was interesting, and Walker is a very good journalist, but I'm not sure it gave me a significantly greater insight into my own consumer habits. Still, the chapters on Red Bull and American Apparel were very entertaining.