Maybe it's the intersection of marketing and consumerism that lays this bare in a new way. Simplistically, it's easy to blame this kind of thing on corporations and such—they're effective scapegoats we can lay our sins upon and push far from us (except when we want them). But my experience doesn't show less of this in art or "independent" interests; they are often at least as self-indulgent, yet willfully deny this. And individually, our interest in others regularly maps closely with what we want—the idea of being a blessing to someone else rarely enters our minds in any way that diverges from what we would otherwise want.
Living past this, if it's to come at all, must come second. Acknowledging it comes first. As a Christian, I believe both the conviction of the sin in my very being and doing as well as the power to live otherwise come from the Holy Spirit. Discipline, no doubt, has an important place, but will never put enough fuel in the tank to go much of anywhere on its own. There are aspects of the human condition from which we need to be saved, and this very much falls in that category.