This is the pure form of servitude: to exist as an instrument. - Herbert Marcuse

Society … can afford to grant more than before because its interests have become the innermost drives of its citizens.

We are again confronted with one of the most vexing aspects of advanced industrial civilization: the rational character of its irrationality. Its productivity and efficiency, its capacity to increase and spread comforts, … the extent to which this civilization transforms the object world into an extension of man's mind and body makes the very notion of alienation questionable. The people recognize themselves in their commodities; they find their soul in their automobile, hi-fi set, split-level home, kitchen equipment. The very mechanism which ties the individual to his society has changed, and social control is anchored in the new needs which it has produced.

The world of immediate experience—the world in which we find ourselves living—must be comprehended, transformed, even subverted in order to become that which it really is.