As a consequence of this individualization of behaviours, we use chemistry to compel our children's attention (as well as our own), at all costs, to bend to the--unprecedented, completely artificial and terribly invasive--needs of a Janus-faced capitalism, which simultaneously advocates relentless productive discipline and limitless consumerist hedonism. So, it is in the broad framework of a vast (in)attention economy that ADHDs must be situated--rather than in the overly narrow framework of the subject-object relation or family dynamic. If we are our children are suffering from something, it is firstly from the very specific socio-economic illness that is 'mental capitalism'. [...]