Gross National Happiness

You've got to love this small nation who's success is measured by its gross national happiness as opposed the western philosophy of GDP.  Here in Bhutan, the rules are strict. There's limited access to western media, restricted number of tourist per year and a mandatory attire for both women and men. Interestingly, shoes are not part of the dress code. This has provoked the younger generation with some means to proudly fashion their Nikes and Timberland boots. I wonder how with such control and limited visibility to the western markets these kids manage to learn and desire the big American brands. Apparently there are some changes taking place with more internet access. Will the exposure create more desire for other brands? And how will that effect the GNH?