The world has had abnormal growth, or we could call it conspicuous or even careless consumption over the past decade. It was not real but many of us thought it was. Some brands that should never have seen the light of day basked in glory. Some products that did not make sense somehow made sense to millions of consumers. Some purchase decisions that were based on continued abnormal surpluses were made despite everything pointing to the fact that they should never have been made. Now the truth, which always seems to travel a little slowly has arrived and we are calling it a recession.