“if connotation and personalization, fashion and automatism, all tend to focus upon those astructural features whose irrational motivations the logic of production seeks to control and systematize, this is perhaps also because man has neither a clear will to transcend nor any great prospect of transcending the aforementioned archaic structures of projection; or at least that he has a deep-seated resistance to sacrificing subjective, projective virtualities and their eternal recurrence on the alter of concrete structural development (both technical and social); or again, to put it in the simplest  terms, that man has a profound resistance to imposing rationality upon the purely arbitrary goals of his needs.”-jean baudrillard