Consumerism wants to make us as atomized as possiblebecause...

Consumerism wants to make us as atomized as possiblebecause the more individualized we are the better consumers we are. This is why masculinity is so fragmented today and incoherentand irresponsible. It used to be the tradition. Literally passed down from father to son. But we live in a society where tradition stands in the way of profit. So bye-bye daddy.