How are workers supposed to find meaning and purpose in jobs where they are effectively being turned into robots? Where they are actually being told they are little better than robots, even as at the same time they are increasingly expected to organize their lives around their work? The obvious answer is to fall back on the old idea that work forms character; and this is precisely what seems to have happened. One could call it a revival of Puritanism, but as we've seen this idea goes much further back: to a fusion of the Christian doctrine of the curse of Adam with the Northern European notion that paid labor under a master's discipline is the only way to become a genuine adult. This history made it very easy to encourage workers to see their work not so much as wealth-creation, or helping others, or at least not primarily so, but as self-abnegation, a kind of secular hair-shirt, a sacrifice of joy and pleasure that allows us to become an adult worthy of our consumerist toys.