Why We Go Into Debt Buying Things We Don't Need I was a freshman in the New York University bookstore, browsing what I'd need for the first semester, and American Express had set up a table with some friendly folks who were determined to get customers. There was a new card—Optima, they called it—and on the application, I could check off how much I credit I wanted. $2,000? $5,000? $10,000?
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