People buy things in the hope that it will make them feel better,’ said Blair. ‘It gives you a momentary boost, just buying it, but not for long. It’s just a stupid dopamine hit whereby I tell you things are going to be great and you fantasise that they are and you feel better. Then you go back to your shit normality and it’s all shit again and guess what, you’re not living the life you imagine, you’re living the life that got dumped in your lap when your parent got sick or your partner became a drunk or your children are disappointing. So you think you’ll make yourself better and you buy another book. That’s my entire business plan.