The concept of a needs hierarchy comes from academic psychology (Maslow's theory). However, it has been snatched up eagerly by those who wish to capitalise upon people's wants, desires, actual primary needs and problems. Each of these is seen as an 'opportunity' like the predator assessing the victim's weak spots. The only area of human activity in this regard, someone finding or providing solutions, cannot be regarded as an opportunity. Strong, competent individuals do not make good prey in this context.