Production produces not only the object as commodity, but also the subject who appears as its consumer, even though it is actually its producer. Under vectoralist rule, society becomes indeed a "social factory" which makes subjects as much as objects out of the transformation of nature into second nature. "Labouring processes have moved outside the factory walls to invest the entire society." The capitalist class profits from the producing class as producer of objects. The vectoralist class profits from the producing class as consumer of its own subjectivity in commodified form.
great way of understanding audience commodification. from Hardt and Negri's Labour of Dionysus