" When President Kennedy told the American people, “We choose to go to the Moon,” he modeled a desire that surpassed what people had previously dared to entertain. “We choose to go to the Moon in this decade and do the other things,” he said, “not because they are easy, but because they are hard, because that goal will serve to organize and measure the best of our energies and skills. "

― Luke Burgis , Wanting: The Power of Mimetic Desire in Everyday Life