Marx described the phenomenon of “commodity fetishism”: through many small separate acts of exchange, we command each other to behave in very specific ways, while disclaiming this same power and attributing its commands to blind necessity. Commodities are inert objects, and humans are rational beings, but society operates as if humans were helpless against the pressures exerted by the market. Market domination even finds lucid expression in natural-sounding phrases like “if I don’t sell out to Facebook, they’ll just copy my features, so may as well do it myself” and “if I paid you more, I’d have to pay everyone more, and then we’d lose to the competition and all be out of a job.”
There is nothing wrong with denouncing American plutocrats like Bezos and Gates for greed, but we cannot stop there: we must understand that the system of exploitation is not held together by any individual’s vices. As Lenin put it, “The capitalists divide the world, not out of any particular malice, but because the degree of concentration which has been reached forces them to adopt this method in order to obtain profits.” [10] If one of them had a major change of heart and stopped pursuing ruthless accumulation, they would quickly be ousted by stockholders for endangering their investment. In the unlikely event that their stockholders were cooperative, a competitor would swoop in and relieve them of their commanding market share. This is not apologia for Bezos, but we need to understand that there is a talent to being a capitalist exploiter, or else we will underestimate our enemy. The market selects for profitability, and it selects well — it just doesn’t select for environmental responsibility or decency or who can bring the most benefits to the greatest number. From Marx, to Lenin, to Deng, we can observe a baseline level of respect for the enemy: “Management is also a technique.” [11]
On my view, the core Marxist insight is the following: Feudal lords were the masters of feudalism. Capitalists, however, aren’t the masters of capitalism. They are merely the high priests of capitalism. The master of capitalism is Capital itself.
from https://redsails.org/why-marxism/