Look at it this way: What does capital want to get out of it? What must capital always do? Capital must always — if you go back to Marcuse — must prevent that awareness amongst people that they could live differently and have more control over their own lives. It must prevent that. It has to do it, and it has to keep doing it. Capitalists moan about hard work — and it is hard work! It never stops. It always has to keep preventing that potential.