Hypermodernity as Intensive Commodification
According to Philippe Moati:
"Philippe Moati (Paris VII - Credoc ) says commerce has entered an 'intensive' phase, where it has to deepen existing markets rather than creating new ones (= 'extensive' modality). There is now a fatal interpenetration of the market with the non-market. Commerce is now invasive of all public spaces and communities, while it permeates non-commercial values (think of social entrepreneurs replacing non-profits). We are way beyond the 'commodity', with products that are now thoroughly 'immaterialized'.
Philosophically, this means that Moati now uses the Deleuzian concept of 'melange' rather than that of 'dialectical opposition', inherited from marxism and Hegel."