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It's all about being part of a social phenomenon. The need for transcendence is high up in the Maslovian needs hierarchy. This type of social participation though, waiting in line to buy a phone or waiting to watch a movie, is the post WW2 mass consumerist commercialized version of the older modes of transcendentalism--monasticism, spiritualism, etc. Same need, different economic context. Can't really judge which is more worthy.
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