Capitalism seamlessly occupies the horizons of the thinkable. Jameson used to report in horror about the ways that capitalism had seeped into the very unconscious; now, the fact that capitalism has colonized the dreaming life of the population is so taken for granted that it is no longer worthy of comment. It would be dangerous and misleading to imagine that the near past was some prelapsarian state rife with political potentials, so it's as well to remember the role that commodification played in the production of culture throughout the twentieth century. Yet the old struggle between detournement and recuperation, between subversion and incorporation, seems to have been played out. What we are dealing with noW is not the incorporation of materials that previously seemed to possess subversive potentials, but instead, their precorporation: the pre-emptive formatting and shaping of desires, aspirations and hopes by capitalist culture. Witness, for instance, the establishment of settled 'alternative' or 'independent' cultural zones, which endlessly repeat older gestures of rebellion and contestation as if for the first time. 'Alternative' and 'independent' don't designate something outside mainstream culture; rather, they are styles, in fact the dominant styles, within the mainstream. No-one embodied (and struggled with) this deadlock more than Kurt Cobain and Nirvana. In his dreadful lassitude and objectless rage, Cobain seemed to give wearied voice to the despondency of the generation that had come after history, whose every move was anticipated, tracked, bought and sold before it had even happened. Cobain knew that he was just another piece of spectacle, that nothing runs better on MTV than a protest against MTV; knew that his every move was a cliche scripted in advance, knew that even realizing it is a cliche.