[...] Free enterprise, in the most general sense of the freedom to undertake – that is, in the sense of the conatus – is consequently nothing other than the freedom to desire and to set out in pursuit of one’s desire. That is why, outside the restrictions a society deems it appropriate to stipulate, free enterprise enjoys a kind of a priori obviousness. Noting the legitimacy of the production of material goods, the entrepreneurial lament – this time using the specifically capitalist meaning of the expression – repeatedly draws on this source in order to challenge any imposition of limits on ‘free enterprise’: ‘I have a desire that conforms to the division of labour and I am prevented from pursuing it.’ [...]