People who tend not to report illness are people who are highly competitive and do not want to admit they are not coping.
These people are obsessive. They go overboard interpreting verbal and behavioral cues that take them way beyond reality.
Advertisers like that because they want you to feel their product isn't normal - this perfume isn't normal, this set of lingerie isn't normal. The irony is that they are appealing to normal people to buy the product because they want them to identify with an exotic life that they don't lead.
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