Many advertisers try to manipulate our emotions. They undermine our satisfaction with what we have, and tell us we'll be happier if we bought their products (Stephen Colbert calls this shame-ovation). By being mindful of our emotions, we can notice when we're being manipulated, and overcome feelings of lack and dissatisfaction that have arisen.
Seeing the Roses is not about denying ourselves what we need. It's about experiencing the richness of now, so that we realize, This moment is terrific! What more do we need?