Over the years and against conventional wisdom, utopians sustained a vision of life beyond the market. … Georg Lukács set forth a theory of the “old … - Russell Jacoby

“When material needs are largely satisfied,” writes Carl Rogers, “as they tend to be for many people in this affluent society, individuals are turning to the psychological world, groping for a greater degree of authenticity and fulfillment.” The clear distinction between material and psychic needs is already the mystification; it capitulates to the ideology of the affluent society which affirms the material structure is sound, conceding only that some psychic and spiritual values might be lacking. Exactly this distinction sets up “authenticity” and “fulfillment” as so many more commodities for the shopper. Rather it is the fissure itself which is the source of the ills—between work and “free” time, material structure and psychological “world,” producers and consumers.

Rat and behavioral psychology … mirror the actual inhumanity of reality. Rat psychology is human psychology where a total society has trained human beings to be creatures of stimulus and response, i.e. rats. “Insofar as the hardening of society has reduced men more and more to objects,” wrote Adorno, “methods which convey this are no sacrilege. … The method serves freedom in that it wordlessly testifies to the prevailing unfreedom.” Or, as Adorno and Horkheimer wrote in another context: “The usual objection that empirical social research is too mechanical, too crude, and too unspiritual [ungeistig] shifts the responsibility from that which science is investigating to science itself.” … The idealistic misconception of … behavioral methods … shifts the evil from the social conditions that coerce men and women into standardized roles onto the social science that is merely registering these conditions.

The child ego, once nurtured and scarred by the family is no longer nurtured but simply integrated.