I)Indeed, ease of acquisition is the problem. The novelist Edward St Aubyn has a narrator remark of the very rich that, not having to consider affordability, their desires rambled on like unstoppable bores, relentless and whimsical(反复无常的)at the same time. When Boston College, a private research university, wanted a better feel for its potential donors, it asked the psychologist Robert Kenny to investigate the mindset of the super-rich. He surveyed 165 households, most of which had a net worth of $25m or more. He found that many of his subjects were confused by the infinite options their money presented them with. They found it hard to know what to want, creating a kind of existential bafflement. One of them put it like this: You know, Bob, you can just buy so much stuff, and when you get to the point where you can just buy so much stuff, now what are you going to do?
J)The internet makes information billionaires out of all of us, and the architects of our online experiences are catching on to the need to make things creatively difficult. Twitter s huge success is rooted in the simple but profound insight that in a medium with infinite space for self-expression, the most interesting thing we can do is restrict ourselves to 140 characters. The music service This Is My Jam helps people navigate the tens of millions of tracks now available instantly via Spotify and iTunes. Users pick their favourite song of the week to share with others. They only get to choose one. The service was only launched this year, but by the end of September 650,000 jams had been chosen. Its co-founder Matt Ogle explains its raison d tre like this: In an age of endless choice, we were missing a way to say: This. This is the one you should listen to .
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