[...] The best gifts are those we wouldn't have choosen for ourselves - not because we would have overlooked or rejected them, but because we simply wouldn't have thought of them. Neoliberal "choice" traps you in yourself, allowing you to select amongst minimally different versions of what you have already chosen; paternalism wagers on a different "you", a you that does not yet exist. [...]

Neoliberalism may have been sustained by a myth of entrepreneurialism, a myth that the folk economics of programmes like The Apprentice and Dragon's Den have played their part in propagating, but the kind of "entrepreneurs" that dominate our culture - whether they be Bill Gates, Simon Cowell or Duncan Bannatyne - have not invented new products or forms, they have just invented new ways of making money. Good for them, no doubt, but hardly something that the rest of us should be grateful for. (The genius of Cowell was to have plugged a very old cultural form into new machineries of interpassivity.) And for all the bluster about entrepreneurialism, it is remarkable how risk-averse late capitalism's culture is - there has never been a culture more homogenous and standardized, more repetitive and fear-driven.