Acharya Prashant critiques the modern 'cult of positivity,' describing it as a toxic and artificial construct designed to fuel consumerism. He explains that positivity is inextricably linked to hope and desire, where individuals are constantly encouraged to remain hopeful about fulfilling desires that are often not their own. These desires are implanted by an industrial-corporate complex that requires endless consumption to maintain infinite profits. He argues that both positive and negative people are driven by the same underlying desires; the only difference is that the positive person believes they will achieve them, while the negative person feels they cannot. This constant pursuit of external objects distracts individuals from their true internal 'thirst' or spiritual needs.