[sridca]

I didn't interpret it as another meaning game, but rather the same same meaning game but being played from the other side this time.

To provide a concrete example: on one hand there is the motivated engineer willing to do the best she can, ultimately, for the profits of her employer (this is her playing the meaning-game by fulfilling her desires) ... and on the other hand there is the manager of that engineer whose job essentially is to keep her motivated so that she remains productive (this is him playing the meaning-game of creating/ maintaining desires).

That concrete example can be extended to many other memes of culture.