The consumerist culture insists that swearing eternal loyalty to anything and anybody is imprudent, since in this world new glittering opportunities crop up daily.
In a consumer society, people wallow in things, fascinating, enjoyable things. If you define your value by the things you acquire and surround yourself with, being excluded is humiliating.
Human attention tends to be focused on the satisfactions relationships are hoped to bring, precisely because somehow they have not been truly satisfactory. And if they do satisfy, the price of this satisfaction has often been found to be unacceptable.
We live in a globalising world. That means that all of us, consciously or not, depend on each other. Whatever we do or refrain from doing affects the lives of people who live in places we'll never visit.
In our world of rampant 'individualisation', relationships are mixed blessings. They vacillate between a sweet dream and a nightmare, and there is no telling when one turns into the other.
Partnerships are increasingly seen through the prism of promises and expectations, and as a kind of product for consumers: satisfaction on the spot, and if not fully satisfied, return the product to the shop or replace it with a new and improved one! You don't, after all, stick to your car, or computer, or iPod, when better ones appear.
