But (most) capitalists don't deny that life is social, at all. They reject collectivism and central planning, yes, and emphasise that value reflects the subjective choices of individuals. However, each transaction in a market economy is a voluntary interaction between members of a society. The "market" is merely a reflection of society's aggregate economic interactions. Conversely, without society, the division of labour would not be possible, which precludes trade, which leaves us at a pre-historic level of individual subsistence. Society might be a collection of free individuals, rather than an abstract entity that ought to be directed and controlled, but without society, free-market capitalism could not exist.