Nuval Yoah Harari says the most difficult thing of life is to reckon life has been in vain. Legs and sight lost to war in vain. Time wasted to gain a new car in vain. So the plot. We need purpose. A meaning. For sure what's to come has to be better. And Mark Mason talks of the same stuff. We know hope because we can't live without it. Within that without, is that we can sell things.