This is a fascinating thought, and I think it comes down to the necessary belief (for these people) that only things that can be purchased have value. Human interaction, creativity, love and affection - those aren't on the market, therefore they must be valueless. The ultimate end of faith in money.
one thing that fascinates me about the modern techbro-fascist movement is their complete fascination with destroying their own personhood. previous fascist movements flirted with it, sure, but they always promised an elevation of the human spirit through obedience and submission to the state

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