The value systems which we exist within are in a constant state of negotiation.
What I want changes from day to day based upon what you want and others want and how bad you want it.
We each take our wants to the table and forge a deal.

My product is a concept and/or object that I want you to want.
I package my product according to what I think you want.  If I am successful, you find value in my product and an exchange is made.
Right there at that moment when an exchange is made, my product's place in the system is defined.  I am given a meaning.

Because a purchase is an act of postioning within value systems, it is a locality fertile with the capacity to facilite deep change in larger social systems, cultures, meanings.