Sugar Water

Mystical philosophers have a problem analogous to the challenges that face the marketers of soft drinks. The content they have for sale—states of mind that are same everywhere and at all times—do not differentiate their brands. Coke is too much like Pepsi, Atman is too much like the Urgrund. Hence the need for escalating rhetoric and a huge budget for advertising. Since use and custom dull the appreciation of any insight, it is endlessly necessary to improvise fresh depths of spiritual understanding, not because the world really is infinitely deep, but for the same reason the even baking soda comes in a box labeled “New and Improved!”