"The capitalist can only make a whole people go to war . . . by capturing the popular will. The only prophylactic against that situation is to make the public aware of the way in which it is being misled."

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Traditional hedonism...was based on the direct experience of pleasure: wine, women and song; sex, drugs and rock 'n' roll; or whatever the local variant. The problem, from a capitalist perspective, is that there are inherent limits to all this. People become sated, bored...Modern self-illusory hedonism solves this dilemma because here, what one is really consuming are fantasies and day-dreams about what having a certain product would be like.

— David Graeber