Blessed are the socks of cashmere?

I found this article rather intriguing, it is all about the concept of 'hygge' being turned into the latest materialistic fad.  The original concept developed to maintain sanity and ward off despair during the long, cold Nordic winters but apparently has become a marketing trend to sell more cashmere socks in the US.  Living in just such a northern climate, I can truly appreciate the idea behind comfort and society and coziness during this rather dismal season (especially this year, being more dismal than most).  I also understand retailers wanting to capitalize on the sentiment, though not why consumers would necessarily cooperate therewith, as if the 'approval' of some third party made something more or less properly 'hygge.'  The author makes a wonderful point that you won't find what you're looking for on Amazon, or through any proper and authorized retailer of 'hygge,' because you just can't buy it.  Yes, socks and hot cocoa can make you cozy for an evening, but they won't make you happy or give you purpose or fill that hole in your heart.  What is the answer?  I think the article makes an excellent guess!