 What is the goal of this column?
It's Time To Keelhaul U-Haul! Like all superheroes worthy of the title, the Shopping Avenger has an Achilles' heel. In the case of the Shopping Avenger, his Achilles' heel is not animal, vegetable, or mineral but something less tangible. An explanation: Last week, the magazine you are currently reading forced the Shopping Avenger at gunpoint to read a series of treacle-filled self-help books, and then to . The Shopping Avenger, who can withstand radiation, extreme heat and cold, hail, bear attacks, and Eyes Wide Shut , almost succumbed to terminal jejuneness after reading these books. Except for one thing: One of the books, The Art of Happiness , which collects and simplifies the Dalai Lama's philosophy, got the Shopping Avenger to thinking. This, in a way, is the Shopping Avenger's Achilles' heel: thinking. Perhaps it is wrong, the Shopping Avenger thought, to complain about the petty insults and inconveniences of life in the materialistic '90s. The Shopping Avenger felt that perhaps he should counsel those who write seeking help to meditate, to accept bad service the way one accepts the change of seasons, and to extend a compassionate hand of forgiveness to those who provide poor customer care. But then the Shopping Avenger sat down, and the feeling passed. The Shopping Avenger does not make light of the Dalai Lama or of the notion that there is more to life than the impatient acquisition of material goods. If the Shopping Avenger were not, for a superhero, extremely nonjudgmental--as opposed to his alter ego, who is considered insufferably judgmental by his alter ego's wife--the Shopping Avenger would tell the occasional correspondent to let go of his petty grievance and get a life. But the Shopping Avenger also believes that the Dalai Lama has never tried to rent a truck from U-Haul. If he had tried to rent from U-Haul, he never would have escaped from Tibet. (For the complete back story, see "Shopping Avenger" column and one.)
 To highlight issues in customer service brought up by readers
 To call out UHaul's reservation policies  To highlight issues in customer service brought up by readers  To discuss some alternative superheroes the world needs  To make fun of people who complain about consumerism