Insights into the nature of the consumer society and its ethos of consumption can often emerge from interpreting even the most lowly specimens of popular culture. In this spirit, a neglected genre that promises to shed light on the culture of consumption appears in the form of the daytime television game shows whose hegemonic message seems to convey and to justify a widespread obeisance to the mandate of materialism. These game shows often present a text that demands a readerly, monosemic, dominant interpretation as an unabashed celebration of merchandise. In particular, a close analysis of the longest running game show - The Price Is Right - suggests that all facets of this program combine to reinforce its central meaning as a ritualistic validation of consumption-oriented greed. An alternative resistant reading is explored but rejected - in part because it rests on an assumption that violates the empirical data and in part because it provides a more convincing analysis of a program like Supermarket Sweep. In short, the present study concludes that TV game shows in general, and The Price Is Right in particular, reflect and reinforce the obsession that many modern consumers feel with merchandise valued almost for its own sake, beyond any need or even capacity to use it, as a kind of disembodied target of misdirected desire.