Thus, fashion is constantly produces "handsome" on the basis of a radical renunciation of beauty, based on the logical equivalence of the beautiful and the ugly. It can impose the most eccentric, funny and non-functional elements as a highly remarkable. That's it and celebrates his triumph - in imposing and legitimizing the irrational according to a logic that is deeper than logic, rationality itself. III. System requirements and consumption as a system of productive forces We see that the "theory of needs" has no meaning - a theory of the ideological concept of the needs may be contained in it. Hence it follows that the reflection of the "genesis of needs" as little justified as, for example, the story will. There are false problems that need to be able to bypass and radically redefine. This issue was a false dialectic of being and appearances, body and soul - and exactly the same problem is the false dialectic of subject and object in need. Speculation is determined precisely by this "dialectic" game of continuous mirroring interactions: when the analysis is impossible to establish which of the two terms gives rise to another, and when we come to that force them to be reflected in each other and each other to produce - is a sure sign of the need to change themselves terms problem.