Disappointment can be a catalyst for our detachment. — Self-realization in a master position? — Poets: dealing with the objective (words) to affect the subjective (feelings). Poets, playwrights, television, game boy as arbiters of reality. — Advertisers’ goal: the unfulfilled desire never ends. — Concepts from advertising: Master Card and others. — A slave of Maya or a slave of Yoga Maya. — Playing “King of the Hill” in the material world. — You never get more than a taste of the possible happiness. — Seeking fulfillment in a shell. — Rejecting and accepting. — Disappointment in the mundane prepares us for receiving some mercy. — Lamenting luck of Krishna consciousness is a good thing.