"What kind of men, then, does our society need? What is the "social character" suited to twentieth century Capitalism? It needs men who co-operate smoothly in large groups; who want to consume more and more, and whose tasks are standardized and can easily be influenced and anticipated. It needs men who feel free and independent, not subject to any authority, or principle, or conscience - yet willing to be commanded, to do what is expected, to fit into the social machine without friction."