Houston let me know about Best Buy's "You, Happier" slogan. Somehow I missed it, yet it seems that other critics have, too.
After a cursory Google search, I didn't find too many folks up in arms about "You, Happier." Perhaps BB's customers are happier enough that the slogan failed to raise concern. BB didn't say, "You, Happy," or, "You, Happiest." They just said "You, Happier," and for most customers (including me), they're right.
I am happier when I get a new laptop or scanner. Shoot, I'm happier when I get a fresh ink cartridge. Not happiest and maybe/maybe not happy, but I'm definitely happier.
Happier is good. So is buying stuff that we need and even an occasional item we don't need. Most of these make us happier, but happier must not control us. Here's a serious reason why.
In Waiting for God, Simone Weil wrote, "The danger is not lest the soul should doubt whether there is any bread, but lest, by a lie, it should persuade itself that it is not hungry."
The ways we hunger and satisfy our hunger for happier are deeply spiritual matters, which is why Weil's comment is a theological one. When Jesus said to deny ourselves he wasn't calling us to be ascetics, but to be people who recognize the spiritual danger in satisfying our hunger.
Best Buy? Fine, but we could all do a little better at going hungry once in a while.