Sometimes the logic of consumerism and individualism seem to penetrate into the most intimate interpersonal relationships. Two people often do not meet in their partner relationship because each serves the other as a projection screen to confirm their own identity constructed as part of the bliss imperative. We are able to stay together in good times of enjoyment and consumerism, planning quasi-unique experience but in bad times we function as independent units, alienated and unable to solve each other’s problems. We have grown accustomed to perceive a couple of people rather as a factory for experience than emotional bond and our ideas about family resemble the logic of a business start-up.