Capitalist subjects believe themselves to be free to act however they want.
Yet they also believe in the perfection of the market.
It functions as a substantial Other that impress them and guides how they act.
They buy what the market offer, invest in what the market proposes,
and work in jobs where the market identifies a need.
The belief in the market goes hand in hand with the liberal conception of
freedom, but not with Hegel's,
because truly free subjects cannot prostrate themselves before any
self-indentical idols, which is what the market is within capitalism.
──Emancipation After Hegel: Achieving a Contradictory Revolution