As somebody once observed, capitalism is a system that cannot stop, cannot rest, cannot respect any boundaries, must colonize everything as it drives its players to “nestle everywhere, settle everywhere, establish connections everywhere…over the whole face of the globe.”
In this unending totalitarian thrust, any activity that leaves room for further commodification will eventually be seized upon and efforts will be made to increase the degree to which it employs maximally profitable corporate wares. In the process, nothing counts but the bottom line.
And so it is that our old friend the Kimberly-Clark conglomerate is now pushing Kleenex brand hand towels, on the theory that cloth towels are a dire public health risk. Words can’t do justice to the amazing chutzpah of this campaign:
The shamelessness of this stunning proof of capital’s inherent heedlessness does not, of course, stop Kimberly-Clark from claiming that it “challenges itself” to “respect our planet and conserve its resources.”
Orwell was an amateur compared to this stuff.