 What is the goal of this column?
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. 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. Before we begin, though, the Shopping Avenger nearly forgot to announce the winner of last month's contest, in which readers were asked to answer the question, "What's the difference between pests and airlines?"
 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