You're onto the essential character of what this economic system has wrought -- continual messaging that nonstop consumption is normality. The implication, of course is that "finite" is a word of irrelevancy to anyone wishing to "be the best one can be" -- isn't that the argument? Because finite, from the Italian/Latin verb finire, to stop or finish, means one ceases to move forward. The system insists that evolving necessitates consumption. But even the planet's bacteria -- the closest to biological infinity-- know that nothing endures in infinity.