Does Perfection Have to Have a Price?

Earlier this week, a new billboard (see below) went up across the street from my apartment building. Every morning on my way to the gym or Starbucks, the message (not the beer) winks at me, challenging my own personal belief system by asserting that perfection has to have a price tag attached to it — and more importantly, that the pursuit of perfection is what makes life worth living. As George Bernard Shaw once said, “If there was nothing wrong in the world there wouldn’t be anything for us to do.” Thoughts?