Hochschild, Arlie R. 2003. The managed heart: Commercialization of human feeling. The book is a bona fide analysis of what its author calls selling emotions. According to this book we can imaging most internal traits of a human mind, such as joy or pleasure, under control of the narrative ego and even certain outside (hereby management) needs. Check your smile motto isn’t just for supermarket workers. It’s for nearly every sphere of public life. Resorting to what Karl Marx once said, we have to objectify our thoughts constantly (Verdinglichung, eng. Reification). It means turn some of our mental vibes to things (material and ideal). It isn’t about just what we can sell profitably, but also about certain emotional masks we need nearly all day from our awakening to our going to bed. Of course, everyday life isn’t a war. In peaceful life we’ve a right to experiment with our social statuses: change jobs, find comfortable communication environments, make families. However, the peace of mind we’ve talked before is, at worst, an illusion a mirage we can follow through our lives or, at best, something occasional, the thing we sometimes call rest (with set patterns of escaping from routines), for example, a trip to a seashore or to mountains, a walk in the woods or at least an evening with a favorite book. If we search through our emotional memory, we can find some cinematographic memories with some significant attention to alcohol and relevant rituals (going to a good restaurant or the nearest bar). Nevertheless, some people can’t endure the objectification process of life. From this viewpoint, (leaving moral connotations aside) the alcoholism can be paralleled with an abandonment of a military post that is when one can’t find pleasure in a traditional way he or she opts for an addiction or deviant behavior sacrificing social interests and future health, meanwhile healthcare is a well-promoted social requirement.