Sociologists argue that in contemporary Western society the marketplace has become so dominant that the consumer model increasingly characterizes most relationships that historically were covenantal, including marriage. Today we stay connected to people only as long as they are meeting our particular needs at an acceptable cost to us. When we cease to make a profit - that is, when the relationship appears to require more love and affirmation from us than we are getting back - then we "cut our loses" and drop the relationship. This has also been called "commodification," a process by which social relationships are reduced to economic exchange relationships, and so the very idea of "covenant" is disappearing in our culture. Covenant is therefore a concept increasingly foreign to us, and yet the Bible says it is the essence of marriage.