Satiation is the opposite of obsolescence

To increase demand for material goods, advertising has to lower the quality of life. 

Not only must the quality of life be lowered but the goods and services have to fail to improve the quality of life or the population will quickly become saturated and the demand will fall. 

Satiation is the opposite of obsolescence. 

For the logic of big business to apply it requires the steady maintenance of both demand and supply. Mass capital requires predictable supply and demand. That's the trade-off for achieving those tremendous economies of scale. 

To maintain steady supply requires colonialism; to maintain steady demand requires a culture of obsolescence. 

A culture of obsolescence is a culture of eternal non-satiation.