It was probably 2015 or 2016 that the concept of “hygge” started trending on social media. Every now and then you’d see one of your friends share a meme of an image with a translation of “hygge” which I guess is basically an emotion related to being cozy and content.

“Great,” all of us introverts thought, “there’s a word for how I feel on a winter’s day when I’m at home with a book and a mug of tea, in front of the fire, snuggled with my partner and/or pets.” If there’s one thing bookworm introverts love, it’s learning new words. So we filed “hygge” away, and maybe we shared a meme about it too, and we went on with our days.

But then the marketers got a hold of hygge.

And look, I can’t blame them. If I was still working for the doughnut brand I used to do social media for, I could absolutely see myself suggesting that a cold winter weekend would best be spent at home cultivating “hygge” with a good book, some board games, and a dozen doughnuts for your family.

But last year, I saw a commercial on how to make your home more hygge, which was of course all about buying pillows and candles and stacks of faux fur throws. In trying to find that commercial on YouTube, I instead find one for a Hygge clay mask, suggesting that you cancel your plans and stay home to have a bubble bath. There’s multiple books either already out or coming soon to tell you how to cultivate hygge in your life.

Here’s the thing, though. If you’re the sort of person that hygge appeals to, you’ve probably already had it in your life before someone told you there was a word for it. You probably get excited when you see microfleece blankets on sale and have to remind yourself that you already have a closet full of them. As soon as the weather gets a little cool, you’re stocking up on hot chocolate, marshmallows, cider and mulling spices. Even if you live in Arizona, you have a closet full of sweaters and scarves so you can agonize over which will be the comfiest on the two or three genuinely cold days.

You probably have your own way of cultivating coziness when the days get shorter and colder. Maybe it’s chili, cornbread, and Netflix. Maybe it’s inviting another couple over for a game night and mulling some wine. Maybe it’s moving your computer desk closer to the baseboard heater and playing MMOs all night while drinking a heavy winter beer. I’m not going to judge.

Don’t let marketers convince you that they can sell you a feeling. Don’t go buy a bunch of candles that you’ll never light, or replace your current cozy blankets with blankets they’ve told you will be cozier.

And while I’ll never tell you not to buy books, ask yourself… Do you really need a guidebook on hygge, or would you rather pick up a new novel from one of your favorite authors, or maybe a how-to book on crochet or some other fun craft to keep you busy for the winter?