>…capitalism relies on there being an endless supply of experiential values for its exchange values to trounce and cannibalise. It must always be discovering and commodifying what has so far escaped it. > >Smart advertisers do exactly that: they tap into emotions that have previously escaped commodification in order to capture our attention. And then they sell our attention to an entity whose business is to commodify whatever experiential value was hiding our our soul, fleeing commodification. [[Varoufakis, Yanis - 2023 - Technofeudalism|31]]