The idea of each of us being self-maximising individuals, engaged in a lonely endless struggle on an economic battleground, is a depressing but entirely recognisable world. It is the world we live in, more and more, as other ways of seeing each other fall away. The agenda is being set at an institutional, systemic level. It encourages a corrosive dishonesty where the scalable ethics and emotional manipulation of much contemporary business practice is accepted at the personal level. The needs of our friend the corporation always come first⁵, even as it continues to aggressively insert itself into our lives as a benevolent or even goofy pal.