Nothing contradicts capitalism’s constitutive imperative towards growth more than the concept of rationing goods and resources. Yet it is becoming uncomfortably clear that consumer self-regulation and the market will not by themselves avert environmental catastrophe. There is a libidinal, as well as a practical case, to be made for this new ascesis. If, as Oliver James, Žižek and Supernanny have shown, unlimited license leads to misery and disaffection, then limitations placed on desire are likely to quicken, rather than deaden, it. In any case, rationing of some sort is inevitable. The issue
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