For many years, our buying power has constantly grown. Generations have followed one another with the promise to the youngest of a life of hyper consumption. But the turnovers of the world have jammed the generous mechanics and our incomes and those of millions of Europeans will not increase anymore. However, in order to satisfy our needs and make the economy work, we need to purchase more… and more, a paradox. We are happy to buy cheaper but we don’t realize that we hereby dismantel our social models and we destroy our jobs and environment. But can we cheapen the value of things endlessly ? Step by step, our road movie will enable us to demonstrate, in the course of our encounters and the situations that we will face, where that cheap economy is leading us to.