Being listed as one of the seven deadly sins can hamper a word's image. Add to that several centuries of religious dogma declaring it a tool of that rascal Lucifer and it can be rather confusing to see our culture embrace it with such reckless abandon. We live in a culture of conspicuous consumption. Lust is the icing slathered on top of every salacious news report, advertising campaign and Hollywood romantic comedy. It is inescapable. It seeps in to our subconscience despite our best efforts against it.
With that said, I have a confession; I have lusted after YETI mountain bikes for longer than I care to admit. Now they have really outdone themselves and I find myself starving for something I didn't know I needed, until I saw it: the YETI SB66C (C is for Carbon Fiber). The frame weighs 6 pounds and boasts 6 inches of rear travel. What?! Plus, they've spent the last two years engineering their new "Switch Technology" platform. I won't bother to describe it here, suffice it to say: it's bitchin!
The question I always ask myself, when it comes to spending more money to upgrade to something different: Does it really make a difference? In this case it's not a matter of throwing done a few hundred bucks or even a thousand. A real top-notch build out of this frame would set someone back about eight grand. Wow! Now, the bike magazine editors would have us believe that it makes all the difference in the world. These guys ramble on for paragraphs about how they can detect the difference in a bike's weight change of just a few miserable ounces. Uh huh, sure.
The problem with giving in to lust is that once the seal is broken it cannot be fixed. The gash never heals and in most cases the opening just gets bigger and bigger until one day it just flows through without resistance. So how much is enough? When is good enough acceptable? Even if I do decide that enough is enough and that my current ride is more than acceptable, how do I turn off the craving, or at least dial it down so I can get some sleep?
It's a pretty straightforward choice at this point because I can't really justify laying down that kind of cash. That doesn't mean I've stopped thinking about it. It doesn't mean I've stopped trying to justify doing it anyway. I've come up with some awesome rationalizations. None of which have passed the muster of trying to convince others that it's important. Because even if I had unlimited resources I'm not sure I could bring myself to spend that much money just for the sake of lust. It is dreadfully tempting though. I guess that's why it's still on the deadly sins list. Lust:
See more delicious pictures of the SB66 Carbon here