In these hard times, those whose job it is to part us from our money in the shops are beginning to describe the retailing experience as a family activity, a way of relaxing -- absolutely nothing to do with conspicuous consumption, you understand.
The word "luxury", we are told, sends the wrong message nowadays and is being quietly phased out of promotional material. Bling is over.
Rory Sutherland of advertising agency Ogilvy even predicts there will be a trend towards the modest lifestyles reputedly favoured by Lutherans and Swedes.
What do you think? Do you believe the credit crisis will have any lasting impact on people's attitudes when it comes to the relentless pursuit of material gain?
Or will we be back melting plastic in the shops as soon as the "all clear" siren is sounded?