I suppose simple; rampant … non-consumerist is the point.

That on the whole the presumption is that one is not going to buy things rather than that you are (if you see what I mean).

What do you want really? It’s thinking and reading and talking and all of that that matters, not actually having stuff, unless the stuff’s there for a purpose.

Profile: Sir John Sulston
BBC 4, 2002 (audio clip)