Review of The Happiness Industry , a book by William Davies "What Davies recognises is that capitalism has now in a sense incorporated its own critique. What the system used to regard with suspicion – feeling, friendship, creativity, moral responsibility – have all now been co-opted for the purpose of maximising profits. One commentator has even argued the case for giving products away fre e, so as to form a closer bond with the customer. Some employers have taken to representing pay increases they give to their staff as a gift, in the hope of extracting gratitude and thus greater effort from them. It seems that there is nothing that can’t be instrumentalised. Yet the whole point of happiness is that it is an end in itself, rather than a means to power, wealth and status. For a tradition of ethical thought from Aristotle and Aquinas to Hegel and Marx, human self-fulfilment springs from the practice of virtue, and this happens purely for its own sake. How to be happy is the chie...