Luxury or idiocy?

Dubai is planning to build a 'refrigerated beach', to appeal to the 'top people' who apparently don't want want to lie on hot sand. They're going to artificially cool the sand so it's comfortable and attractive to people who have more money than sense, apparently.

A system of heat-absorbing pipes and giant wind blowers will “keep tourists cool in the searing 40-50C heat.” Soheil Abedian, president of Palazzo Versace hotel that will be home to the refrigerated beach, said: “We will suck the heat out of the sand to keep it cool enough to lie on. This is the kind of luxury that top people want.”

Dubai is the reductio ad absurdum of consumer culture.