But this kind of branding exercise is a perfect example of how capitalism transforms its opponents into its promoters. Drawing on an advertising and technology industry that scours the social world for images, movements, and experiences yet to be commercialized, capitalism’s “creative” edge leaches any semblance that these could be utilized to create alternative social worlds. Any movement (be it a countercultural group, protest movement, meme, or activist ideology) that is looking to destabilize capitalism is viewed as a potential market to exploit.

Hence, capitalism’s “creative” power does not create — it appropriates.

It offers dissenting voices financial incentives, recognition, or even simply a rest from the emotional and physical exhaustion of constantly fighting. But in doing so, those anti-capitalists stop destabilizing capitalism: instead, they become fertile grounds to harvest more profit.