Amazon Dash

Are you at all familiar with Amazon Dash Buttons? They follow the precise logic of neoliberal expansion. It is a small button that you can stick onto your washing machine, refrigerator, etc., and, when you push it, it will automatically reorder product (e.g., Gatorade, Laundry Detergent, Dish Detergent, etc).

The Dash Button only works for ‘staple’ items. You can not image a button for something that effectively fills in for the fantasized object of desire (e.g., new products, technological advancements, etc). Rather, the button works at the level of drive. It removes the barrier that separates the Amazon shopping experience at the level of desire to the Amazon shopping experience at the level of drive.

The product does not care about your desire, about your fantasies – except at the initial point of sale. What it cares for is the remedy of the drive to repetitively replace the same product over and over again. This is more proof that the level of desire is becoming less important in the world of virtual markets.

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