That is the difference between desire and drive: desire is grounded in its constitutive lack, while drive circulates around a hole, a gap in the order of being….At the immediate level of addressing individuals, capitalism, of course, interpellates them as consumers, as subjects of desire, soliciting in them ever new perverse and excessive desires (for which it offers products to satisfy them); furthermore, it obviously also manipulates the “desire to desire,” celebrating the very desire to desire ever new objects and modes of pleasure. However, even if it already manipulates desire in away which takes into account the fact that the most elementary desire is the desire to reproduce itself as desire (and not to find satisfaction), at this level, we have not yet reached drive. Drive inheres to capitalism at a more fundamental, systemic, level: drive is that which propels the whole capitalist machinery, it is the impersonal compulsion to engage in the endless circular movement of expanded self-reproduction.
The Parralax View, p. 61.
he is damn right ….