But your argument is silly because the lifestyle is the reason you don't live in a cave and hunt with a bow. Since you ain't living "at one with the land" wearing skins you are past any "consumption" arguments, you consume things needlessly now. And if you could you'd fly private, instead of coach. So it's all pretty relative. If you are buying more efficient products looking for an ROI over time, that is one thing. But spending more money than you need to to meet your lifestyle desires so you can say you bought something "efficient" is pretty dumb. "I just bought this $2000 HPWH, it is so efficient it uses 50% less energy than the old $500 tank unit I had!", "Wow how much money will that save you in a year?". "Well nothing, my solar equipment is capable of meeting all my demands". "Wow you are so smart!"