• Traditional hedonism...was based on the direct experience of pleasure: wine, women and song; sex, drugs and rock 'n' roll; or whatever the local variant. The problem, from a capitalist perspective, is that there are inherent limits to all this. People become sated, bored...Modern self-illusory hedonism solves this dilemma because here, what one is really consuming are fantasies and day-dreams about what having a certain product would be like.