Mr. Godin seems to overly demonize the production (factory) culture when the fact is we created this for ourselves. “Cog” jobs exist because of the demand to consume cheap goods. He strives to bring out the artisan within the reader — these jobs are the fulfilling ones, he says. Now, let’s say we all become these awesome creative indispensable “linchpins”. Will we be willing to accept owning one pair of $300 shoes versus six pairs of slave-wage sneakers? Will we be willing to eat humanely-raised eggs from the artisanal farmer at $3/dozen?

I have a bad feeling that the answer is no. So what exactly has “culturally brainwashed” us (as Mr. Godin says) into mindless assembly line jobs other than our addiction to consuming cheap stuff?