One of the moments in Technofeudalism by Yanis Varoufakis where I had an epiphany was when he talks about how you can know you are talking to somebody whose brain has been captured completely by the cloud feudalists: they talk about things like Amazon, for example, like those platforms are The Market, and when you point out that Amazon is nothing like an actual market, and it is in fact the opposite of The Market, they get mad at you and refuse to consider it even possible that you’re not some kind of dangerous loon.

This is the cultural hegemony that we are pressed most urgently to overthrow.