Along with China's interring the large-scale consumption time, consumerism has exerted increasingly profound impact on people's value concept and life style.

And every year, like some sort of magic clockwork, it does more and more for less and less, bringing the marginal costs of technology in the units that we individuals consume closer to zero.

Having convinced its customers that a massive energy-saving sacrifice was necessary, it has now found that it has more back-up than it thought.