homo consumonicus

I was informed today that I should go to mycokerewards.com to claim my reward. For buying a coke. Apparently, my purchase of a coke is not amply rewarded by the enjoyment of a cold beverage. This enjoyment is simply the necessary consequence of the purchase. But indeed, there are yet rewards and pleasures beyond this, for lo, I, the mighty consumer have stimulated the economy, employed the masses, maintained the social order and given impetus to that general forward and upward progress of the human race, of which this Coca-Cola is but one evidence.