Deep Ecology & Shallow Economy

"[Today's society] demands that we make consumption our way of life, that we convert the buying and use of goods into rituals, that we seek our spiritual satisfaction, our ego satisfaction, in consumption...we need things consumed burnt up, worn out, replaced, and discarded at an ever increasing rate."  Victor Lebow

If pleasure sells (sex sells) then that pleasure is considered a form of consumption. Is it even possible to rewire that kind of addictive desire. And how much responsibility should we except for our masturbation?