I'm not sure Reverend Billy is as unreasonable as that. I think he's simply trying to raise consciousness levels about conspicuous consumption and urge people to try to decrease their consumption levels regardless of where it is now. In other words, I don't think he has a fixed standard for everyone, just a desire to urge all those who would admit to purchasing things they don't necessarily need without thinking about the necessity of said purchase to occasionally rethink some of those purchases first. I personally don't see anything wrong with that.