Acharya Prashant addresses the psychological drivers behind materialism and the consumption of luxury goods. He explains that when individuals lack an internal metric to assess the true value of things, they use price as a proxy for value. This confusion arises because people do not understand life or themselves. The ego often prefers expensive items to justify the time and effort spent accumulating wealth; accepting that something valuable could be inexpensive would make one feel foolish for wasting years on mere accumulation. He highlights the absurdity of certain goods that only sell because they are highly priced, noting that the ego finds it difficult to accept high value at a low cost. He emphasizes that while the market determines the price, the individual must determine the value. To assess value correctly, one must first know who they are and what their genuine needs are. Without self-knowledge, a person remains a slave to market trends, advertisements, and branding. Acharya Prashant clarifies that he is not denouncing money or brands but urging people to place their money where actual value lies. He argues that the fundamental purpose of life is not merely to earn, but to understand one's existence. He suggests that physical needs are limited, and excessive accumulation beyond those needs becomes burdensome and illogical. To navigate life and make meaningful decisions, Acharya Prashant recommends pursuing self-knowledge through Vedant or existentialism. He asserts that understanding the 'conscious self' is essential to distinguishing between what the body requires and what the conscious being needs. By knowing one's true aspirations and 'love,' an individual can avoid being enticed by fancy price tags and promotions. He concludes that self-enquiry is an indispensable tool for making career and life decisions, ensuring that one's resources are spent on the right purposes rather than on mindless consumption.