Product fetish as self-production

Humans can now only relate to others as objects, as commodities: the human relation is now a product-driven object-obsessed interaction. Worse, how you relate to others is how you relate to yourself.
The seduction is easy: I love working with tools whose smooth functioning moves into a frictionless joy of goal achievement. I am a product fetishist, producing myself as a proximate object for consumption.

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