A new advertising slogan from an international beverage company makes its case in just three words: "Obey Your Thirst." Although these words are meant to produce an impulsive reaction rather than reflection, it would be good, and immensely more refreshing and rewarding if, for a change, we did the exact opposite. For, this is the battle cry of the pop culture. That is why the ad never explains why we must obey our thirst.
In fact, this has been the central obsession of Jahiliya societies throughout history: Eat, drink, and be merry because tomorrow we die. Do whatever pleases you. You live only once so make the most of it. Obey your desires.
Today
