I always have to tell myself, "It's JUST a thing. It's not alive. Yes, it's pretty, yes it's a good deal (if it is), yes I want it," but if I said yes to every THING my child wanted regardless of non-monetary costs, I'm just teaching him that coveting and instant gratification are okay. These are not living beings; they don't have feelings. The minute I start believing they somehow do, I'm just being foolish.