We propose that one of the most pervasive deep stories is the "consumer story". It goes like this: our role as individuals is to pursue our own self-interest, on the basis that will aggregate to the best outcomes for society. We define ourselves through competition. Along the way, our choices represent our power, our creativity, our identity – they make us who we are. Every organisation and institution, from businesses to charities to government, exists to offer these choices. All are reduced to providers of products and services. This consumer story is how we get to Future B, the future Martian escapes, billionaires with disproportionate power, and extreme inequality.

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