The notion contradicts reality when the latter has become self-contradictory. Hegel says that a prevailing social form can be successfully attacked b… - Herbert Marcuse

The will is a unity of two different aspects or moments: first, the individual’s ability to abstract from every specific condition and, by negating it, to return to the absolute liberty of the pure ego; secondly, the individual’s act of freely adopting a concrete condition, freely affirming his existence as a particular, limited ego. P. 185

The intellectual is called on the carpet. ... Don't you conceal something? You talk a language which is suspect. You don't talk like the rest of us, like the man in the street, but rather like a foreigner who does not belong here. We have to cut you down to size, expose your tricks, purge you.

Either one defines “personality” and “individuality” in terms of their possibilities within the established form of civilization, in which case their realization is for the vast majority tantamount to successful adjustment. Or one defines them in terms of their transcending content, including their socially denied potentialities beyond (and beneath) their actual existence; in this case, their realization would imply transgression, beyond the established form of civilization, to radically new modes of “personality” and “individuality” incompatible with the prevailing ones. Today, this would mean “curing” the patient to become a rebel or (which is saying the same thing) a martyr.