Technical progress and more comfortable living permit the systematic inclusion of libidinal components into the realm of commodity production and exchange. But no matter how controlled the mobilization of instinctual energy may be (it sometimes amounts to a scientific management of libido), no matter how much it may serve as a prop for the status quo—it is also gratifying to the managed individuals, just as racing the outboard motor, pushing the power lawn mower, and speeding the automobile are fun.

p. 75 - One-Dimensional Man (1964)