Consumption studies have arguably transformed the study of early modern cultural history in the past three decades, with the championing of previously neglected sources, application of interdisciplinary approaches, and exploration of the mentalities of acquisition, ownership, and use. But does the accumulation of writing about consuming and consumption in this period amount to much more than the historical equivalent of window-shopping? It is argued here that greater attention to the consumers as much as the consumed, to the motivations for consuming rather than the act of consumption alone, offers a way out of the explanatory cul-de-sac reached by over-indulgence in the early modern ‘world of goods’.