LaVeyan Satanism places great emphasis on the role of liberty and personal freedom. LaVey believed that the ideal Satanist should be individualistic and non-conformist, rejecting what he called the "colorless existence" that mainstream society sought to impose on those living within it. He rejected consumerism and what he called the "death cult" of fashion. He praised the human ego for encouraging an individual's pride, self-respect, and self-realization and accordingly believed in satisfying the ego's desires. He expressed the view that self-indulgence was a desirable trait, and that hate and aggression were not wrong or undesirable emotions but that they were necessary and advantageous for survival. Accordingly, he praised the Seven Deadly Sins as virtues which were beneficial for the individual.