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The Consumer as Rebel
The consumer as rebel

People never rebel just because they have to carry a heavy load or because of exploitation. They don't know life without exploitation, they don't even know that such a life exists. How can they desire what they cannot imagine? The people will rebel only when, in a single movement, someone tries to throw a second burden, a second heavy bag onto their backs. The peasant will fall face down in the mud – and then spring up and grab an ax. He'll grab an ax, my gracious sir, not simply because he can't sustain this new burden – he could carry it – he will rise because he feels that, in throwing the second burden onto his back ...

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