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Mark Fisher in Capitalist Realism touches on this concept, where there's a constantly shifting opposition to the market that itself becomes engulfed in its own market, to be advertised.

So for example all the productivity/digital detox channels and videos are themselves a consumer demand to be watched on YouTube, on phones. And now we have anti-AI products marking themselves higher for a feature that didn't previously exist. It's like the tree of capital gets split at every turn.