The economist Gary Becker once wrote that the rational choice theory can serve as a universal tool for explaining almost any human activity – commercial or non-commercial. For example, we can understand love as a clearly utilitarian function when people enter a relationship only if it is advantageous for both parties and thus they maximize their profit.

How much is our everydayness interwoven with deliberate and concealed traces of neo-liberalism? Can we speak of authentic life if we organize our experience as if all the fields of social activities followed market logic? Isn´t the way we dress ourselves, who we meet, what we eat or how we behave in social networks only a sophisticated advertising of our own Self and the gathering of usable capital?

Moreover, what role is taken up by our identity in this process? To what extent is the emphasis on identity and on the manifestation of the Self fundamental to our modern society? Is it possible to function like that genuinely in private? Isn´t our desire for a unique and creative Self and for a unique experience completely dominated by the monotonous power of the bliss imperative in the consumerist society?