We understand more now about desire, but those who practice the study of it are not working in the best interest of humanity. The very same people (mass media) who parade the individualism and free will of capitalism get tax deductions for using our basest instincts against us.
Meanwhile, the costs of our desires are buried in layer upon layer of war taxes, environmental damage, decaying social interactions and of course, income tax coding that discourages production and honesty while encouraging debt and consumption.
I submit that we don’t need to convince everyone to become Epicurians: we just need to put the actual cost of desire at the decision point: the checkout counter.
Sales tax is much less regressive than a dead planet will be.