renunciation of dopamine hegemony is the beginning..,

medialens |  Even more astutely – and this is where he leaves most head-trapped leftists behind – Brand understands that progressive change is stifled by the shiny, silvery lures of corporate consumerism that hook into our desires and egos. He understands that focused awareness on the truth of our own personal experience is a key aspect of liberation from these iChains:

'Get money. I got money, I got the stuff on the other side of the glass and it didn't work.' (p.56)

And:

'I have seen what fame and fortune have to offer and I know it's not the answer. That doesn't diminish these arguments, it enhances them.' (p.202)

And:

'We have been told that freedom is the ability to pursue petty, trivial desires when true freedom is freedom from these petty, trivial desires.' (p.66)

In a wonderfully candid passage – unthinkable from most leftists, who write as though they were brains in jars rather than flesh-and-blood sexual beings – Brand describes seeing a paparazzi photo of himself emerging from an exclusive London nightclub at 2 a.m with a beautiful woman on each arm:

'I can still be deceived into thinking, "Wow, I'd like to be him," then I remember that I was him.' (p.314)

Brand tells his millions of admirers and wannabe, girl-guzzling emulators:

'That night with those two immaculate girls... did not feel like it looked.' (p.315)

So how did it feel?

'Kisses are exchanged and lips get derivatively bitten, and I am unsmitten and unforgiven, and when they leave I sit broken and longing on the chaise.' (p.316)

The point, again:

'This looks how it's supposed to look but it doesn't feel how it's supposed to feel.' (p.186)

Exactly reversing the usual role of the 'celebrity' ('how I loathe the word' (p.191)) - Brand sets a demolition charge under one of the great delusions of our time: 'Fame after a while seems ordinary.' (p.189)

Everything, after a while, seems ordinary – external, material pleasures do not deliver on their promises.

So why are we destroying humanity and the planet for a vampiric corporate dream that enriches a tiny elite and brings alienation and dissatisfaction to all? The answer? Thought control: