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It's actually worse than that. It's politics. It's trying to somehow solve the problem of enticing and mobilizing those they consider apathetic, apolitical, nihilistic (term which they purposefully avoid) which are ever more numerous. They're imperceptive or self-deluded enough to think that the lack of eagerness for their tired projects comes from some sort of end-times seasonal affective disorder, and not from a critique, whether from intuition, perceptiveness or theory. They're doing a move found all across the board of manipulators of all kinds of trying to label improductive ways of being as pathological; in their eyes, hedonism not channeled into their projects, sadness that draws away from them, etc etc. is problematic. It's the same appropriation of Spinoza seen in last year's commie flavors of the week, though they don't quote him here.