There is no active consumption. In the objectivity of the consumer, the subject becomes controllable. It is disciplined, calmed down, tranquillized and put out of action. The subject of capitalism as this receiver-subject is a subject reduced and restricted to its capacity to consume. It does not decide for itself because it decides only for decisions offered by others. Its decisions are passive syntheses. They are prefigured by the interests of capital. The subject of capitalism does not assume any responsibility and it is not supposed to assume any responsibility. It is expected to fulfil its role. It is supposed to consume. It does not even desire what it consumes. It desires nothing but its desire, the passivity of a desire that is almost indifferent to what it desires as long as it is new.