When we think about something because we consider it as something positive and we want to seek it, we would eventually think about the ultimate form of it (although depending on some factors).
And I would say that the ultimate form of what we seek is the total negation of it or the lack of it, altogether.
This is because of the nature of our seeking, inclination, hope, which comes out of the recognition of something negative, bad, undesirable.
And the ultimate form of something, which should not have condition/limitation/restriction attached to it, resolves into the lack of the very notion of something because such notion itself is always conditional/limited/restricting and thus contradict against our desire to attain the ultimate form of it.
It means that all our seeking is bound to fail its goal of achieving the ultimate form of it.
However, we can’t understand this down to subconscious level unless we repeat the process of seeking up to (or down to) the resolution of the very notion (also because there cannot be any absolute notion that can stand without arbitrary and unclear boundary defining it).
And in addition to these, most of us are unaware of what we want because the frustration that propels us to certain seeking usually remains in our subconscious zone (due to the very nature of negative recognition as we tend to runaway from it rather than looking into it, face to face).
So, it’s pretty natural to see us discussing about something supposedly good and positive but we don’t really know about it, ending up not understanding what each other is saying.
If we want to know what we want, and why, we need to take a look at our negative cognition/feeling/sensation, and so on, which isn’t easy at all, by definition. But we can get used to negative things, if we persist.
However, persistently facing and not turning/running away from things we don’t like, as it happens, is virtually impossible (by design/definition) for most of us. So, we would continue to chase the illusion, the image of nonexistent positive, and the illusion marketing scheme continue to work, perfectly, for those image manipulators.
