The Uncalculated Path Chosen by a Society Crazy About Their Favorite Things - 1/16/2026

Abstract

Whether at a street corner cafe or on the commuter train, people are more concerned with numbers than ever before: hourly rates, discount rates, efficiency. At the same time, however, unexplained expenses and detours are on the rise. This paper explores this contradiction through the quiet enthusiasm of "oshi." Why is a society shrouded in rationality unable to let go of seemingly inefficient behavior? What's at stake here is neither rebellion nor escapism. Rather, it's the fact that a place for value that cannot be measured by calculation alone is being re-selected in a different way.

Keywords

oshi, rationality, emotional value, consumption, the age of AI

The Pause at the Checkout

People often pause at the supermarket checkout. The difference between a sale item and a regular-priced item is a few yen. They do the math in their heads, but they always end up picking up the same brand. This choice isn't based on gain or loss; it's simply based on "familiarity" or "favoriteness." Society has long dismissed such decisions as wasteful. However, waste has not disappeared as quickly as one might expect. In fact, it is carefully protected.

The Number-Friendly Neighbor

When we entrust our calculations to someone, we are surrounded by beings who are more accurate and faster than us. Routes, prices, probabilities. The shortest distance is always presented. Despite this, people still take detours. Traveling to rural areas for concerts, lining up for limited-edition items. These actions are unexplained and integrated into everyday life.

Presentation of the Shortest Distance × Free Choice = Increasing Detours

The more perfect the calculations, the more choice there is. There, speed and cost are no longer decisive factors.

Paying for "Like"

The amount of money spent on a favorite idol is often described as excessive. But for the person who owns it, it barely feels like they're even paying for it. What they gain isn't a physical object, but a sense of position. The confirmation that they are continually choosing someone. This confirmation cannot be transferred or exchanged for cash.

Price - Resale Value + Lasting Emotion = Satisfaction

There's no "waste" in this equation. Therefore, it can't be stopped, and no explanation is necessary.

The Illusion that the Economy Will Be Saved

It's comforting to say that consumption of idols enriches society as a whole. But that's an afterthought. In reality, it's simply redirecting limited wallets; no new wealth is being created. The key point lies elsewhere. In a world where the number of people skilled at calculations has increased, what people are trying to protect is a territory that cannot be taken away by efficiency.

Full Computability ↑ → Individualization of Meaning ↑

Frenzy over idols is not a prescription for saving society. It's merely evidence that people haven't let go of their own values. As long as we ignore this fact, discussions of rationality will continue to run counter to the norm.