In 1765 French Philosopher Diderot received a large sum of money and a ‘job’ as a librarian for the Russian Empress Catherine the Great. At first this sudden infusion of cash was meant to pay for his daughter‘s wedding, but with the money left Diderot purchased a fabulous scarlet robe. However he soon found that his other possessions didn’t do justice to his robe - ‘no more coordination, no more unity, no more beauty’. Diderot went on to purchase a new rug, new mirrors, sculptures etc etc. This spiral of consumption is now known as the Diderot Effect.