We must suspect, therefore, that essentialist defenses of the market in reality involve other themes and issues altogether: the pleasures of consumption are little more than the ideological fantasy consequences available for ideological consumers who buy into the market theory, of which they are not themselves a part. Indeed, one of the great crises in the new conservative cultural revolution -- and by the same token one of its great internal contradictions -- was displayed by these same ideologues when some nervousness began to appear over the success with which consumer America had overcome the Protestant ethic and was able to throw its savings (and future income) to the winds in exercising its new nature as the full-time professional shopper. But obviously you can't have it both ways; there is no such thing as a booming, functioning market whose customer personnel is staffed by Calvinists and hardworking traditionalists knowing the value of the dollar.