since "nobody" is responsible for the costs of the costs of responsible externalities, nobody "pays and the growth engine chugs merrily along. Ultimately," every body "pays with a despoiled environment, warped society, and financial servitude. Growth Destroys mandate to. optimize efficiency requires massification mass pro- duction, mass consumption, mass distribution, mass markets, mass media, and so on. Massification delivers great benefits, but at cost. One observer noted that a part of the price that people in the West pay for. this unending procession of shiny assembly-line products is the concomitant loss of those now rarer things that once imparted zest and gratification-the loss of individuality, uniqueness and flavor; the loss of craftsmanship, local variety and richness; the loss of intimacy and atmosphere of eccentricity and character