Most people are happy or unhappy due to their standers. In the western world a lot of people aim to getting the best stuff rather than being happy, ten years ago you would have been happy with a camera phone that took in todays eyes poor quality images, but our standers have gone up we expect maybe too much, we would maybe be unhappy getting this phone today, even though we would have been fine with it ten years ago. This is just what I think, there is also a great video on TED talking about more choice makes us unhappy.