Risk gives the appearance of choice, power, and individual agency. As such, risk provides a powerful justification for the lack of security in jobs in the new economy. If anything, capitalism’s social innovation during the dot-com boom was to make images of risk and the lack of job security a good thing. The strong lure of the rewards to risk during the dot-com era created a volatile situation in which risk taking seems to be a way to have control over the economy. By taking risks, people feel as though they have some control over outcomes in a seemingly increasingly capricious labor market. But this embrace of individual risk taking may hinder the ability to collectively demand and create good stable jobs and workplaces for everyone.