Pat A. Sto Tomas has hit a nerve. And we look the other way. We Filipinos spend big. To us kuto ng lupa, prestige is everything and we must have our 15 minutes of fame. We are told that sky is the limit, that it is desirable for us to be utterly rich, have the flashiest of cars, the biggest house, the most jewels, have the best of everything under the sun. We want to be noticed, liked and remembered, loved and accepted, sikat, patok, even for a short while.